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PDSA launches first ever brand campaign

PDSA, the charity that provides free veterinary services to sick and injured pets that might otherwise not get the treatment they need, is launching a major TV campaign on 2 January 2005. The Advert and supporting materials were created by Watson Phillips Norman.

“PDSA is Britain's leading veterinary charity, yet it is less well known than the RSPCA. Clearly this affects PDSA's fundraising ability as well as legacy income. If the giving public doesn't know PDSA very well, then the charity may be losing substantial amounts of donations. This new brand activity has been approved to ensure that PDSA becomes as well known as it deserves to be,” commented Jon Bodenham, Marketing Director, PDSA.

The ad is called Give Something Back and features a series of loving vignettes illustrating the wonderful relationship between pets and their owners. It urges viewers to donate to PDSA in recognition of that lover.

One scene features the winners of the PDSA pet stars competition held in October where real owners had the chance to present their special pets.

Andrew Lincoln, star of Teachers, Love Actually and Lie with me, is doing the voice over . The campaign kicks off on ITV Central Region.

The execution is the central plank in a comprehensive 4 year assessment programme which will not only measure the short term “halo effect” of integrated marketing but also the long term impact of increased brand awareness on income from sources as diverse as legacies and sales of pet insurance.

Creative partner Maria Phillips commented: “This is a rare opportunity to do a totally integrated campaign, starting with TV and then moving into other fundraising materials. This ad unashamedly goes after the ahh factor.”

The Advert was written by Diane Williams, senior copywriter at Watson Phillips Norman and art direction was by Mick Eglinton. The director was Bill Marshall and it was produced by Seddon Films. Media had been planned and bought by Mike Colling and Co.

For more information on this story contact

PDSA: John Bodenham, telephone no,
01952 204703

WPN: Maria Phillips, telephone number
020 7307 6159