Pet Trust begins animal cancer awareness campaign
Charitable organization Pet Trust, in association with Nestle Purina, has begun a new campaign called "Keep Cancer on a Leash." The campaign, developed by Red Urban, is intended to raise awareness of and funds for cancer treatment for dogs and cats.
The campaign makes use of a music video called "We Could Be Heroes" which depicts a group of dogs singing a celebrity ensemble-style song. The video has been posted to YouTube and to the PetTrust.ca website. An annotated version of the video includes stories of animals who were treated for cancer at the Ontario Veterinary College Animal Cancer Centre at the University of Guelph. Viewers can also upload pictures of their own pets to appear in customized versions of the video, which can then be shared via social media sites. The video also encourages donations. In addition, a full-length version of the song is being sold online, with the proceeds going to the charity.