Campaign Spotlight

LIDA helps Blue Cross turn emotions into donations

LONDON – Award-winning customer engagement agency, LIDA has announced ‘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 was 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 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 donate.”

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