Cats Protection focuses on older cats

Cats Protection's latest campaign is concentrating on the plight of older cats.

The multi-level campaign targets three different gorups of supporters. A highly personalised pack is to be sent to high value donors and other regular donors will either be asked for a one-off cash gift or an upgrade to their existing direct debit arrangement.

Designed by TDA, the appeal used emotional and rational messages surrounding older cats to engage supporters. Older cats can make excellent pets, but because of their age they can also require ongoing medical attention, resulting in additional costs for Cats Protection while they are in the charity's care, and longer stays because people are more reluctant to take on an animal with a known medical condition.

www.cats.org.uk