Red’s brief covers a string of PDSA (The People’s Dispensary for Sick Animals) events and services, including promoting PDSA’s PetCheck mobile veterinary unit that promotes responsible pet ownership, and the 2005 version of its celebrity Pet Pawtraits calendar, photographed by Lord Lichfield.
PDSA said it reviews its PR agency every three years to ensure value for money. Previous incumbent Nexus Communications held the account until last December.
PDSA media and PR executive Mary Hodson said the ‘long calendar of events’ and awards as well as case studies from its clinics play key roles in raising awareness of PDSA’s activity through national press, while it also maintains strong relationships with veterinary and charity press.
The charity is currently calling for entries for its Pet Survivor of the Year Awards which culminates in June, as well as its Victoria Cross equivalent for animals, the PDSA Dickin Medal, and the Gold Medal for acts of animal heroism. It also runs PetCheck Week in September.
Red will develop initiatives to broaden awareness of the charity and its fundraising adventure holidays, PDSA Challenges of a Lifetime.
PDSA head of comms Clare Evans said: ‘We were looking for an agency which could work effectively as one team with our in-house department.’ Several teams comprising in-house and agency staff will work together on different projects.
Red director Helen Nowicka heads a team of five on the account, reporting to Evans and PDSA director general Marilyn Rydstrom.
PDSA runs 46 PetAid hospitals and 287 private practices that provide more than one million free veterinary consultations a year for the needy.