The press campaign, which will run in the Daily Telegraph, The Times and Radio Times, will feature three executions under the strapline 'All in the name of love', inviting readers to visit the Blue Cross website and access a 20-page pamphlet called 'The Little Blue Book'.
One of the ads features a picture of a kitten called Coco, who was treated and rehoused by , and the accompanying text explains how she was cared for by the charity.
WWAV Rapp Collins planning partner Bryan Miller said the campaign was devised after working closely with the charity's animal welfare teams, and from the insights given to them by pet owners.
Bryan Miller, planning partner at WWAV Rapp Collins, said: "At heart, everything The Blue Cross does is underpinned by a selfless love for animals and this became the natural focus of a campaign to reach out to potential supporters who feel the same."
Tony Samuel, marketing and fundraising director at The Blue Cross, added: "This ad campaign tells the story of three Blue Cross animals who have been given a second chance in life with our help."
The ads will also run in specialist publications, including Saga, Your Cat and Your Dog magazines.
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