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M.i. Media is proud to launch Battersea’s latest campaign for tougher sentences for serious animal cruelty

  • By Admin

M.i. Media are running a targeted social media and digital display campaign to raise public support for a change in animal cruelty legislation by the end of 2017. The social activity is targeting receptive audiences to this important message, which has been based on profiling of some of Battersea’s core audiences, as well as key audiences – followers of influential Twitter handles, keyword targeting around animal welfare, and relevant interest groups. The digital display activity was initially built around look-a-likes of the main Battersea site, but as learnings and data built across the campaign microsite, the campaign switched to targeting look-a-likes of those actually taking action and emailing their M.P., thereby increasing conversion.


The maximum sentence for even the most extreme cases of animal cruelty in England and Wales is just six months in prison – the lowest across Europe, the United States and Australia.  Battersea are petitioning to see this raised to five years.  Chief Executive, Claire Horton from Battersea Dogs & Cats Home addressed the issue recently at Westminster:


“We looked at 100 different jurisdictions across the world and England and Wales’ maximum six-month sentence is the lowest, lagging far behind countries like Ireland at five years and Germany at three years. It would be laughable if it weren’t so shocking.”


Battersea are hoping to generate at least 25,000 campaign emails sent to M.P.’s over the period and will be following it up with further activity in coming months.





Who needs who?

  • By Admin

Following the success of their End Back Street Breeding campaign, we have been working with Battersea Dogs & Cats to launch “Who needs who?” .
This digital campaign looks at animal adoption from a different angle. The video tells the stories of some people who have adopted and the positive effects on their lives.

Battersea Dogs & Cats Home shows the human side of pet adoption in viral ad (Marketing Magazine – registration required)



Battersea launches Campaign to End Backstreet Breeding

  • By mi

Battersea have launched a new campaign to raise public awareness of the prevalence of overbreeding dogs in society.  The campaign draws attention to the ignorant, and sometimes shocking, breeding practices which create unhealthy, unwanted and abandoned dogs.

Battersea is targeting influencers of major policy to get the issue on the political agenda and educating members of the public via their microsite, Backstreet Breeding, on how to buy a dog responsibly.

M.i. Media has developed a multi-media campaign across transport Outdoor formats in London and highly targeted Digital formats to drive both awareness of the issue and consumers to the microsite.

Battersea Backstreet Breeding poster



Remember Battersea Dogs and Cats Home in your Will

  • By mi

Battersea Dogs and Cats Home Will Legacy


We are very pleased to be launching a Legacy campaign for Battersea Dogs & Cats Home.  The campaign is prompting women over the age of 65 to remember Battersea Dogs and Cats Home  in their Will.  Through a combination of national press and magazine activity, readers are offered the opportunity to send (via a coupon) or call for a free information pack.



The Cats are taking over!

Those cheeky cats at Battersea Dogs & Cats Home are fed up with the dogs being in the limelight for so long and the felines are fighting back. 

It’s a little known fact that Battersea Dogs & Cats Home has been looking after cats for 130 years and has found homes for more than 200,000 fabulous felines.  













M.i. Media has been involved in driving awareness of the kitty’s re-homing crusade with targeted London outdoor activity and online display activity.  As well as driving awareness, the campaign has asked supporters to text CATS to 70800 to donate £5 and to share funny stories and videos on Facebook, Twitter (#CatTakeover) and YouTube.



Battersea Dogs and Cats Home are National Television Award Winners!

It was a great night for Battersea Dogs and Cats Home at the National Television Awards as they were winners of the Factual Entertainment category with Paul O’Grady: For The Love Of Dogs.  Judging by the frenzy of interest we saw on their website, Facebook and Twitter platforms during the series, it was a much loved programme and a well-deserved win.  Congratulations to the team at Battersea!



Gold at the DMA Awards!

We are delighted to announce that Battersea Dogs and Cats Home have won Gold within the Public Sector and Charity category at the recent 2012 DMA Awards for our ‘Softer than you think’ campaign.

The campaign was designed to convince families that Staffordshire Bull Terriers make great pets and to generate more happy homing opportunities for the gentle and loving breed.

The eye-catching knitted-staffie soft toy creative was developed by MRM Meteorite. With a limited budget available, our campaign needed to be highly focused for it to achieve any real cut-through. We recommended a three-tier media approach utilising 6 sheet posters, door drops and online placements. Activity was targeted down to individual postcode areas within a 30-minute drive time of the three re-homing centres.

Results were fantastic and proved that a highly detailed and targeted approach was well worth it.  Website visits in the key locations increased by 122% versus the total site uplift of 30% and it achieved PR coverage well beyond expectations.

Congratulations team!