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Animal protection society hires Northern Lights

The World Society for the Protection of Animals has retained Toronto-based Northern Lights Direct Response Television to handle the media buying and planning for a new campaign about the abuse of animals. The 60-second television commercial is intended to attract donations to the charity, which is an international group of humane societies and animal protection organizations. “The media buy requires a strong understanding of who we are and our objectives, and the ability to communicate our message to the widest audience possible,” said Beverley McLean, the society’s development director. “These are critical to the campaign’s success.” The campaign will break in Canada today on national and local stations.

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