StreetVet provides free veterinary care for pets of the homeless. We first worked with them during one of our DogFest campaigns, and secured a whopping five and a half minute prime time BBC TV news slot on their work. It followed a client and his dog through hydrotherapy – and explained why dog lovers should attend the show and donate (StreetVet was the dedicated charity at the show).
They then asked us to support them on ’The Christmas Cruise for StreetVet’. Phil, a former client had got his life back together and had been gifted an old, but watertight riverboat, which became his home. So grateful was he, for the medical treatment StreetVet had given his dog Lucky, when they were of ‘no fixed abode’ that they pledged to help. He sailed along rivers and canals to reach the Thames and central London, collecting mountains of dog toys, dog food and gift vouchers for their homeless owners along the way.
This story ticks so many of the Believability™ boxes. It used simple language, illustrated a real life example, appealed to emotional responses and induced a positive mood in the receiver of the message. These were just some of the many high scores in our 15 point Believability™ Index.
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