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Campaign Dogs On Skateboards
Advertiser The Open University
Brand The Open University

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About LIDA

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LIDA helps Blue Cross turn emotions into donations

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

For more information please contact Natasha Roberts or Linn Bjoernsen at Pumpkin:

E: natasha@pumpkin.uk.com / Linn@pumpkin.uk.com T: 0207 287 2007

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


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