Blue Cross: The nation's first pet census

Blue Cross, the UK animal welfare charity, grew its supporter base by launching the UK’s first pet census, yielding donations and fundraising data.

The campaign supported Blue Cross' 125th anniversary, reinforcing the charity's relevance in 2022 and the future while attracting large volumes of new supporters to donate over time.

Strategy

We're a nation of engaged pet lovers. To recognise this, the charity invited people to share their experiences as pet owners today.

Blue Cross launched the nation's first pet census, recognising pets as valued citizens and giving owners the chance to add their voices to its campaign to create a better place for pets.

Audience persona development revealed different priorities and needs. To build reach, the charity stepped outside traditional segments. The...

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