Description
The Sydney Dogs Home also re-houses cats. Or tries to. But because of their name, no one associates them with cats. As a result over 65% of cats were being put down. So the Sydney Dogs home changed its name to the Sydney Dogs & Cats Home. This DM was sent to media influencers to make them aware of this change in the hope that it would generate free media coverage. Within the first week of mailing, five articles had been written and a story was run on a local current affairs TV program (free coverage worth $85,000 from a mailing costing a total of $269).
This professional campaign titled 'Fur DM' was published on April 11, 2007. This Ambient medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 17 years ago.
Credits
Advertising Agency: M&C Saatchi Sydney
