Raising the Woof for a Great Cause

In November 2008, tragedy struck the Humane Society of Durham Region (HSDR). A fire completely destroyed its animal shelter, killing over 100 of the animals it cared for.

Now the HSDR, and the region’s abandoned animals, finally have something to look forward to again. The groundbreaking for a new shelter is scheduled for next month. But the new facility will cost the organization around $700,000. That’s where Pickering Town Centre comes in.

The shopping centre wanted to help HSDR raise the funds it needs to pay for its new facility, so it planned Raise The Woof!, a fundraising campaign taking place over March Break (this week). The campaign included a great launch event and has a well-planned social media campaign, along with a very fun fundraising plan. The shopping center is selling ten collectible, and adorable, plush pets — Raise the Woof! mascots — for $5 each, with proceeds going to this great cause. The plush pets include five cats and five dogs. A limited edition pair named after two animals that perished in the fire were only available at the launch. Another pair are named after the dog mascots of the local fire and police departments. Our personal favorite is a black cat named “Twilight.” According to Pickering Town Centre, the plush pets have sold out each day since launch.

We’ll have more in-depth coverage of this event in an upcoming issue of Marketing Trendz, so stay tuned for more details.

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