Cats Protection is to test a harder-hitting campaign style with its annual kitten appeal this month.
The feline welfare charity is shifting from its "warm and compelling" style to a more direct one, with a mail campaign featuring a case study demonstrating the unpleasant circumstances experienced by many unwanted kittens.
"Letting people know about the situation as it unfolded meant we were able to use images of young kittens currently in adoption centres," said Janet Wickens, head of fundraising and communications at Cats Protection.
"Rather than simply anticipating the need for funds, we wanted to demonstrate how much they are needed in an engaging, compelling manner."
The direct mail campaign, designed by TDA, will run for a week. Follow-up activity in September will target those who have not responded. The charity usually runs its kitten appeal in February to prepare for the upsurge of kittens in the spring.