Woodgreen Pets Charity has launched “This is How We Rescue,” a major new brand campaign which went live on 26th May.
The multi-channel initiative was developed in partnership with Arthur London who developed the creative concept for the campaign and Beyond, who is leading media strategy & buying, following their appointment in December 2025.
“Rescue” campaign
The campaign aims to fundamentally reframe the public’s understanding of animal rescue. While traditional narratives often focus solely on sheltering and rehoming, Woodgreen’s new proposition highlights its preventative work in the community.
The charity provides free, practical support – from health checks and behaviour advice to emergency food and veterinary care – easing the pressures that push families to breaking point and keeping pets where they belong: safe, loved, and at home.
To drive awareness and deepen understanding of this modernised brand proposition, Beyond, the media agency, has brokered a strategic partnership with Reach plc, running alongside highly targeted paid activity across Meta (Instagram and Facebook).
The media strategy features a blend of print and digital, as well as deeply engaging branded content in social. Print displays will run regionally in the Manchester Evening News, Birmingham Mail, and Liverpool Echo, and nationally in the Mirror.
As part of the partnership, Reach is developing bespoke content highlighting three different case studies of pet owners who have benefited from Woodgreen’s vital interventions. This storytelling will be amplified across social channels, native articles on the Mirror site, and an Advertorial Column in the Mirror.
The strategic direction is heavily informed by Woodgreen’s recent “Hidden Lives” research, conducted with Savanta, which uncovered the stark reality of the UK’s hidden pet welfare crisis.
The study revealed that 54% of pet owners are going without essentials, such as food or heating, to meet their pets’ needs. The research also highlighted that the biggest barriers to seeking support are fear of losing the pet, guilt, and a lack of knowledge regarding support options.
Based on ours and national data, we estimate that 59% of pet relinquishments could have been prevented, meaning around 26,000 dogs and cats a year are being given up to to charities when support could have kept them at home with the owner they love.
The “This is How We Rescue” campaign addresses these challenges head-on with positive, non-judgmental messaging designed to empower owners to seek help before a crisis forces a heartbreaking separation.
Emily Paterson, Head of Experience Planning at Beyond said “This campaign, as our first media strategy and buying project with Woodgreen, is incredibly important.
“By blending high-impact national and regional news media with targeted social media, we are ensuring that Woodgreen’s vital message reaches the communities that need it most, helping to keep pets and their families together.”
Lisa Mitchinson, Director of Income and Engagement at Woodgreen Pets Charity said “Woodgreen is redefining rescue. We step in before a moment of crisis becomes a heartbreaking separation.
“This campaign is vital for driving both awareness and understanding of how we help pets and owners in homes across the UK, offering practical support so that no owner ever feels forced to give up the pet they love.”