The campaign, created by WWAV Rapp Collins, is targeting more than 48,000 consumers with an "Old Age Pets Appeal" mailer.
The list of recipients was sourced by WWAV's sister agency, HLB.
The mail pack asks recipients to make a cash donation and features a case study of an elderly dog called Millie, who was disowned by her family.
Coinciding with the cold mailing, the charity is sending out a pack to 130,000 of its existing donors.
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