Kicking off tomorrow, a series of adverts will be placed in regional daily papers nationwide such as the Liverpool Echo and the Manchester Evening News.
The ads will be supported by editorial features inspired by the RSPA press office.
The RSPCA will also be targeting national media to raise awareness of Pet Adoption Week (20 – 28 October).
The Newspaper Society is co-ordinating the campaign through its Featurelink service.
Marketing director Robert Ray said: ‘The campaign is a good example of a client using the trusted local media brand to enhance the relevance and impact of its campaign in the community.’