Blue Cross. Pets change lives. We change theirs.

Blue Cross Animal Charity


To achieve ambitious growth targets to help more pets in need, Blue Cross needed to grow its supporter base.

So we refreshed the brand with a unifying purpose to help people understand why we exist and form a deeper connection with us.

This purpose is based on a strategy of reciprocity to inspire people to give back to pets in need.

What did change involve?

With LIDA we developed a brand line to communicate our purpose. The process was rigorous involving qualitative and quantitative research.

Blue Cross’s Creative Services developed new brand guidelines, an integrated marketing campaign, our first Legacy TV ad, and refreshed our BAU media to inspire people to give back to pets in need.

What difference has this made?

The brand purpose has had a profound impact because it engages people emotionally.

The brand refresh has contributed to a 19% increase in prompted awareness to 75%.

Brand line recognition is already at 30%.

Trust in Blue Cross has increased from 66% to 77%.

At Christmas, Blue Cross saw a 48% increase in donors, and a 53% increase in value year/year.

Which means Blue Cross can help thousands more pets every month.

Website Menu