The agency has designed a pop-up-style mailing using a magic theme and targeting warm donors, showing how their money can help Dogs Trust transform old dogs into ‘new’ ones. When the pack is opened, a lively looking dog pops out of the mailer to reinforce the message that the animal charity can give an old dog a new lease of life.
 
The mail pack uses the emotive real-life stories of five elderly dogs cared for by Dogs Trust to show supporters how their money can help transform the pets' lives by providing essential items including blankets, orthopaedic beds and special care.
 
The dogs featured include Bounce, an energetic cross-breed, and Archie, a sensitive cross-breed that carers at Dogs Trust are working with to build up his confidence so he can be rehomed.

The cover of the leaflet features three dogs looking lonely with the heading ‘A little magic from you helps give these old friends...’ Inside continues the ‘new life’ theme with photographs of the dogs looking active and playful.
 
The pack also includes a letter from the Kenilworth Rehoming Centre manager detailing the work that the charity does with older dogs. It emphasises how supporters’ generosity is vital in helping provide the special treatment these pets require and encourages supporters to continue their support by filling in the donation form enclosed.
 
Adrian Burder, marketing director of Dogs Trust, says: ‘This campaign underlines the specific needs of the older dogs we care for – about 10% of our intake each year is elderly dogs. Many of them have been abandoned or have owners who are no longer able to care for their pets. At Dogs Trust we ensure that these dogs will be happy for the rest of their lives, as we promise that we’ll never put a healthy dog down. Soho Square has produced an appeal that uses our dogs’ stories to illustrate these issues in a warm and caring way.'