Cute and happy animals

The Story: Compassion in World Farming wanted a new approach to their Christmas campaign to refresh previous appeals which had been hard-hitting and need-focused, with distressing images that may have had the effect of turning people off.

They needed to keep animal welfare at the heart of the campaign to ensure that it remained on the Government agenda in the run up to the General Election in 2023.

The Brief: Design a fresh DM Christmas appeal to try a more positive message – to acknowledge and thank their donors for all their support and show what a difference they are making – and ask for a single cash gift to help more animals.

Along with the ‘animal welfare / end factory farming’ message, we were also asked to include a very specific campaigning action to the Prime Minister.

Our Response: Instead of abused factory farmed animal images on the outer (risking the pack not even being opened), we created a concept with ‘irresistibly cute and happy animals’ throughout, to test a more positive approach at this time of year. The pack consisted of a letter and response leaflet with a donation form and letter form to the Prime Minister. We also included a sheet of Christmas label stickers as a small gift for the supporters.

Why it works: A real departure from the norm for Compassion in World Farming, this pack has cut through for the supporters and shows them the results of their efforts. There is a clear 2 step ask – to donate (yes, I want to help more farmed animals lead happier lives) and to write to the Prime Minister (yes, I want to write to the PM to ensure farmed animal welfare is not forgotten). Overall, a warm and positive pack to achieve the Christmas message objectives whilst driving the key gift and campaigning asks.

Results:

Gross income: £53,254

Average gift: £20.51

Responses: 2,597

Response rate: 9.5%