Medium and message: PDSA

Veterinary charity PDSA has launched a TV advertising campaign to win the support of sympathetic pet owners.

Veterinary charity the PDSA hopes to encourage people to give something back with a new television ad campaign that was launched last month (Third Sector, 2 May). The adverts feature music by deceased singer-songwriter Eva Cassidy and narration by actor Stephen Tompkinson. They show sick and injured pets being treated by PDSA staff.

Before embarking on the campaign, the charity carried out some research to identify the groups it most needed to reach. "We did a lot of diagnosis to get deeper into the people who are likely to support us," says Jon Bodenham, director of marketing at the PDSA.

The charity aimed to appeal to people who support it in principle, but are not fully aware of its activities. "There's a lot of pet lovers out there and that's the hard core we're aiming at," says Bodenham.

The campaign was designed to deliver a single, simple message that encapsulated the work of the PDSA and its veterinary staff. Bodenham says: "We're still at the stage of building brand awareness. Our message has to be consistent. We need to invest at a level that allows for a return and also build awareness of our activities."

The adverts are being shown on Channel 4 and selected satellite stations until June, and a giving microsite, <a  href="http://www.pdsaappeal.org.uk">www.pdsaappeal.org.uk</a>, accompanies the campaign.

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