An Ode to Perfect Pets in The Gate's Campaign for Vet Charity PDSA

“You’re the reason” marks the first advertising for the PDSA, from The Gate, since winning the pitch in late 2013. The past year has been spent completing a total rebrand of the organisation with the aim of promoting greater awareness that they are the UK’s leading veterinary charity. 

With 51 pet hospitals and 2.3 million treatments annually, the PDSA dwarfs charities like the RSPCA who only treat a tenth as many animals. The new ‘hand in paw’ logo reflects the fundamental belief at the heart of the PDSA that animals enrich human lives. Their veterinary expertise helps maintain these relationships where for many of their clients, their pets are their sole source of consistent companionship. 

The new brand line “Help a vet help a pet” reflects the belief that vets are the best-spent pound in animal welfare. No pet charity in the UK has a veterinary operation on the scale of the PDSA. RSPCA for example only carry out one tenth of the 2.3 million treatments, which the PDSA do annually. The Gate wants people to see the PDSA as the NHS for pets, caring for those pets whose owners genuinely cannot afford veterinary care but could not do without the love their pets bring them. 

The new brand colour palette of green and magenta represents the partnership of veterinary and expertise and human empathy that runs throughout the organisation. It was chosen to contrast against the blue livery of RSPCA, who are often viewed at the pet police with their inspectors. “You’re the reason” was filmed in Sunderland using real PDSA vets and customers. It was directed by Alan Friel through 76 films, and written by Creative Partner at The Gate, Alistair Ross. The film was produced by Alex Katz at 76 and Eira Ellis-Jones at Gramercy Park Studios. The script was delivered by Hollywood star Dougray Scott, himself a committed dog owner.