<p>
The UK’s leading veterinary charity, PDSA, is launching a ‘Your Right Pet’ widget (<a href="http://www.your-right-pet.org.uk">www.your-right-pet.org.uk</a&gt;) to help people choose the right pet for them. </p>

<p>Part of the charity’s ‘Long Live Pets’ campaign, which promotes the health and happiness of pets by encouraging responsible ownership, the online tool is supported by a Facebook fan page, banner and digital engagement ads on Facebook, plus banner ads on Pets Planet and Adviva.</p>

<p>PDSA’s digital agency, Cheeze (<a href="http://www.cheeze.com">www.cheeze.com</a&gt;) worked on the media creative, planning and buying, with its sister Digital Marketing Group agency, Hyperlaunch creating the widget.</p>

<p>Emma Perkins, PDSA Product Manager - E-commerce, commented: “If people choose the wrong pet for their lifestyle, the animal is likely to suffer. By providing key advice on choosing the right pet and caring for them wrapped up in a fun, easy-to-use tool – the first of its kind - we’ll be able to build upon our responsible ownership messages ensuring the health and happiness of all pets.”</p>

<p>The widget uses a simple, four-step ‘PETS’ formula based on the key elements that need to be considered to ensure that owners and their pets are well matched:
<br />• Place – which type of pet is appropriate for where you live?
<br />• Exercise – can you provide the type and amount of regular exercise required?
<br />• Time – can you devote enough time to your pet?
<br />• Spend – can you afford the lifetime expense of your preferred pet?</p>

<p>In stage one of the ‘Your Right Pet’ tool a cartoon pet 'morphs' and changes shape as the user answers questions, until the most suitable pet for their lifestyle is revealed. Stage two provides more detail on different types of pets, such as expected lifespan and lifetime costs.</p>

<p>Nathan Cook, Account Director at Cheeze comments on the agency’s approach,
<br />“PDSA has a wealth of great content on pet care and ownership and response to the 30-plus videos and podcasts from their highly trained vets, which we launched on You Tube in May, has shown that social media is a really effective way for PDSA to reach and engage with their target audience. The widget creates a fun, yet practical, guide to taking a responsible approach to their choice of pet and its welfare.” </p>

<p>Cheeze was appointed as digital agency to PDSA in April 2008 with the brief to help the charity drive revenue online, whilst acquiring and retaining new, younger and more affluent supporters. After initially developing the charity’s digital marketing strategy, Cheeze now works on search, display, e-mail and social media campaigns for its fundraising activities - including prize draw, lottery, and trading arms. </p>

<p> -ends-
<br />Notes to Editors:</p>

<p>About Cheeze
<br />Founded in 1999, Cheeze is one of the UK’s leading digital direct marketing agencies with a staff of 30 and a turnover of £13million. In 2007, Cheeze was acquired by the Digital Marketing Group plc for £9.5million.</p>

<p>The business continues to grow year-on-year through its unique combination of first-class service, cutting-edge digital marketing solutions and focus on delivering real profit that sees clients average a £20 return for every pound spent.</p>

<p>Cheeze offers a full range of digital marketing and advertising services including Search Engine Marketing (PPC), Search Engine Optimisation (SEO), Digital Advertising, Price Comparison Marketing , Digital Creative, Web 2.0, Strategic Consultancy, Media Buying and Planning and E-mail Marketing .In-house tools include Bid999™ for search marketing and BLAD for Blogvertising and Podvertising.</p>

<p>Clients include: Budget Car Rental, Holiday Cottage Group, Imaginative Traveller, AXA plc, BUPA, Transform Medical Group, RSPCA Pet Insurance, Exclaimer, ReD and Canterbury of New Zealand.</p>

<p>In 2007 Cheeze was ranked 14th in New Media Age’s top 100 media agency rankings and in 2008 the agency took 10th place in its Marketing Services Guide search agency rankings.</p>

<p>Cheeze is a member of the IPA, DMA & SEMPO.
<br /><a href="http://www.cheeze.com">www.cheeze.com</a&gt;, <a href="http://www.cheeze.com/blog">www.cheeze.com/blog</a&gt; </p>

<p>About Digital Marketing Group:</p>

<p>Cheeze is a member of the Digital Marketing Group which specialises in digital marketing. Digital Marketing Group plans, creates and executes communications across digital channels using the principles and skills of direct and database marketing.</p>

<p>In 2008 Digital Marketing Group was ranked third top marketing agency in NMA's Top 100 Interactive Agencies guide
<br />
<br />For more information please visit: <a href="http://www.digitalmarketinggroup.co.uk">www.digitalmarketinggroup.co.uk</a>.</p&gt;

<p>
<br />For further information on Cheeze, please contact:
<br />Kirsty Langan, PR consultant, Cheeze
<br />E: <a href="mailto:Kirsty.langan@googlemail.com">Kirsty.langan@googlemail.com</a>
<br />M: 07779 583 594</p>

<p>About PDSA
<br />Leading veterinary charity, PDSA, provides free veterinary care for the sick and injured pets of those unable to afford veterinary fees, and promotes responsible pet ownership. The charity operates a UK-wide network of 43 PetAid hospitals, 4 PetAid branches and also works through some 349 contracted private practices (PetAid practices).</p>

<p>This year PDSA PetAid hospitals and branches will provide more than 1.8 million free treatments and more than 200,000 preventive treatments, such as vaccinations, neutering and microchipping. In addition, more than 36,000 pets are registered for PDSA-funded veterinary care through PetAid practices.</p>

<p>In 2009, delivery of PDSA PetAid services will cost more than £50 million. The charity is funded entirely by public support; mainly donations, gifts in wills and trading.</p>

<p>To be eligible for PDSA care, a pet owner must be in receipt of either Housing Benefit or Council Tax Benefit and live within the designated postcode catchment area of their local PDSA PetAid service. </p>

<p>More information on PDSA PetAid services is available by phoning 0800 731 2502. </p>

<p>PDSA operates 179 charity shops UK-wide and is supported by 4,800 volunteers.</p>

<p>The charity asks that it is referred to by its initials, PDSA, in all editorial rather than by its legal name, The People’s Dispensary for Sick Animals.</p>

<p>PDSA and PetAid are registered trademarks of PDSA.</p>

<p>For further information, interviews and photography please contact Sally Wright or Gurvinder Sidhu in the PDSA Press Office on telephone 01952 204748 or email <a href="mailto:wright.sally@pdsa.org.uk">wright.sally@pdsa.org.uk</a> or <a href="mailto:sidhu.gurvinder@pdsa.org.uk">sidhu.gurvinder@pdsa.org.uk</a>.</p>

<p></p>

Published on: 5:58AM on 15th January 2009