Agency: Version Creative
Dogs Trust campaigns on all aspects of dog welfare as well as providing rehoming services.
Format and audience
The review is available in paper format and the charity says it will be online soon. It was posted to its 16,000 members and to some of its donors and supporters. The aim was to explain the charity's work in a lively, engaging way that made it appear warm and friendly and made readers feel good about supporting the cause.
Design and content
The document was submitted to the Charity Commission as the charity's annual report, but it is called an annual review and, accordingly, its design and content are in the style of a review. Its pages are filled with hundreds of pictures of dogs and financial details are limited to a single page containing four bar charts that use images of bones instead of bars. The charity made a conscious decision not to use any distressing images from the cruelty cases it deals with because it didn't want to scare its readers.
Costs and practicalities
The review took two months to produce and was finally published on 1 May. It was written in-house but designed by an agency. The review's images were taken by a professional photographer.
Dogs Trust says:
"We know that our audience likes dogs, so we used lots of pictures of dogs to get the message across that that's what we're all about.
"We do a serious job, but we do it with love, and we wanted the review to show that.
"We've had feedback from members who display the report on their coffee tables. But people who don't like dogs probably think it's awful."