The work, created by WWAV Rapp Collins, launches this week and leads on from the charity's recent direct mail campaign to test a new sponsorship scheme to recruit new donors.
The 12-week branding activity includes national press, magazines, outdoor and TV sponsorship for Animal Planet's 'Pet Nation' two-hour strand, broadcast twice a day on the Discovery Channel.
Viewers will be offered the chance to request fact-sheets via email containing information on the charity and a link to its . The Blue Cross will also receive banner advertising across the Animal Planet .
The sponsored shows will carry a fully interactive TV application and the strapline "Animal Planet with the Blue Cross -- Loving Britain's Pets".
The ads have been created following research conducted by Zalpha, WWAV's planning arm, which enabled the charity to establish what donors want from an animal charity and the importance of the Blue Cross's emphasis on the loving relationship between pets and people.
The ad consists of a blue cross image, which contains photographs of different pet owners and their pets and celebrates the special relationship between the two, for example Patricia and her cat Missy who were helped by the charity with veterinary care and support to keep pets and their owners together.
Press ads will run in national press, including the Saturday Times Magazine, Night and Day and the Telegraph Magazine, women's magazines including Essentials and Good Housekeeping, and general magazines including Country Living and BBC Good Homes.
Marco Scognamiglio, managing director of WWAV Rapp Collins London, said: "This is a great opportunity to enable an organisation to consolidate and communicate its brand positioning via simple, clear and touching visuals and messaging."
Planning was through Zalpha and TV sponsorship through WWAV Rapp Collins Media and Sky Media.
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