WSPA

WSPA dogs

After sending out a series of hard-hitting appeals throughout the year, we decided on a softer approach for WSPA’s Christmas mailing. A pilot project working with stray and partially owned dogs in Sri Lanka was chosen as the focus of the appeal, so that supporters could feel they were really involved from the beginning. The creative highlighted the dogs’ plight by drawing a comparison with something that we all understand – homelessness.

What’s good about it?

This pack employs the iconography of homelessness to convey the nightmare of life on the streets for thousands of dogs. The mailing clearly struck a chord with dog-lovers, bringing in a triple-figure, year-end boost for WSPA.