The agency has launched an integrated campaign to raise funds during the festive period -
London. XX November 2016. Award-winning customer engagement agency, LIDA today announces
‘Emotions’, a new integrated campaign for animal charity, Blue Cross.
Blue Cross tasked LIDA with developing a bold and brave campaign running across press, social,
radio, digital media and VOD throughout November and December. The campaign is intended to
drive donations as well as increase awareness of the charity’s work for pets who urgently need
veterinary care or new homes.
The campaign will be launched ahead of Christmas, a time when charitable giving consideration is
higher amongst Blue Cross’s target audience. This is also an opportune time to make people aware
of the tireless work that Blue Cross do over the festive period, which includes taking in some of the
thousands of unwanted or vulnerable pets and providing shelter and medical treatment.
By honing in on the pity, sympathy and compassion that people show when they see sick and
vulnerable pets, the campaign highlights that these feelings don’t always translate into cash
donations. It questions why, despite a clear urge to help, our emotions don’t always turn into
actions. This campaign isn’t linked to any previous or brand activity.
Pam Ferris, the well-loved British actress and Blue Cross Ambassador, provides the voiceover for
both the VOD and radio ads.
LIDA’s recently appointed creative team, Camila Gurgel and Ieva Paulina created the campaign
alongside Creative Director, Vaughan Townsend.
Camilla Patel, Client Services Director at LIDA says “During a period when the charity’s resources
are more than stretched, we were only too glad to address the issue that we need people to act as
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well as feel. This is a simple idea, which we hope will be effective and allow the Blue Cross to
continue their hard work year round.”
Jane Clancey, Deputy Director of Marketing & Communications at Blue Cross says, “LIDA helped us
to identify a genuine insight – that sympathy alone won’t help vulnerable pets this Christmas. We’re
really pleased with the creative execution of the idea and hope it will inspire even more people to