Christmas is a hard time to be without a home—especially if you’re a dog. The ISPCA needed to raise funds to care for Ireland’s most vulnerable animals, but with a limited media budget, they had to get creative.
We helped them launch a heart-led, dog-fronted campaign that would cut through the festive noise and remind the public of who really needs help this Christmas.
Agency: Droga5 Dublin / Rothco
Client: ISPCA
Industry: Non-profit, Charity, Animal Welfare
Project Type: Awareness and fundraising campaign
Role: Concept development, copywriting, tone and message shaping
Key Outcomes: Surge in seasonal donations, national press pick-up, high-impact campaign on a small budget
No one wants to see animals suffer—but constant appeals for help can fade into the background, especially during the holidays when everyone is being asked for something.
The challenge was emotional fatigue: how do you ask for donations without overwhelming people? And how do you make your cause stand out among the avalanche of Christmas charity ads?
Instead of showing sad-eyed animals behind fences, we focused on a group of spirited, optimistic dogs doing their best to help others—holding signs, handing out leaflets, and rallying for donations.
The message was simple: they’re doing their bit… now it’s your turn. This approach kept the campaign uplifting and emotionally resonant, while still driving urgency and donations.
• Increased online donations in the run-up to Christmas
• National press coverage and strong social media traction
• Campaign executed efficiently on a limited budget
• Strong emotional connection with the public and supporters
• Concept development
• Campaign messaging
• Script and headline writing
• Creative direction support
• Fundraising communication strategy
The real trick here was balancing empathy with optimism. Animal campaigns can often veer into guilt or despair—but we chose to lead with joy and solidarity. We let the dogs do the talking—literally and figuratively—by putting them front and centre as the voice of the campaign. The light touch paid off: audiences responded with warmth, generosity, and goodwill.
Freelance copywriter working with agencies, brands and startups.
