The new campaign comprises a national DRTV campaign, direct mail and response advertising, and will break later this year.
The brief follows 141's recent work for Dogs Trust on its neutering campaign, which won the agency a bronze award in the not-for-profit category at the Promotional Marketing Council of Europe's awards.
Dogs Trust marketing director Adrian Burder said: "We guarantee never to put a healthy dog down. We want to use our new branding to remind dog lovers of this powerful message by gearing up our fundraising activity."
141 group account director Graeme Robertson said: "Donor recruitment has had to work hard in the past to counter low awareness and interest in the old name. The new name is already creating a spirit of excitement among potential donors that we will capitalise on through a broad range of media."
Dogs Trust is the UK's largest dog welfare charity and is responsible for one of the country's most famous slogans -- "A dog is for life, not just for Christmas".
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