Leading animal charity the RSPCA has launched a DRTV test campaign entitled "Dead Kitten".

The ad is part of the RSPCA's strategy to encourage consumers to pledge regular monthly donations to aid its fight against animal abuse.

Running for one month, the campaign uses the image of a dead kitten with the strapline "Let's stop this from happening again". The ad tells the story of a cat owner whose kitten dies from internal injuries after being thrown against a wall.

A message at the top of the screen reminds viewers that the charity receives no government funding and gives the potential donor a freephone number to call and pledge £3-a-month to help end cruelty to animals.

The 60-second ad is followed by a 10-second tail, which reiterates the solution to the problem by flagging up an 0800 number accompanied by a voice-over.

Dead Kitten is being aired on Channel 5 and satellite and cable channels such as Animal Planet, Living and UK Horizons.

The RSPCA will use the funds raised to prosecute pet owners who abuse their animals, and ensure they are fined or receive a potential life ban from owning any more pets.

Louise Richmond, recruitment officer for the charity, said: "We hope this new ad will illustrate the importance of regular giving and the real difference it can make in helping to end cruelty to animals. If the ad is successful, it will be rolled out in mid to late September."

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