The Petspiration Foundation’s Christmas Project launches new campaign via Communicado

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This Christmas, The Petspiration Foundation (formerly PETstock Assist) is aiming to raise $500,000 towards its Christmas Project initiative and campaign via Communicado, so charity partners across the country can gift Christmas wishes to the people and animals that need them most.


The creative campaign highlights the significant impact that pets can have on people who need them the most, and draws on assistance dogs and other animals that drive connection between people and their pets.

Says Sherralea Cassidy, charity and events lead, The Petspiration Foundation: “The Communicado team has created an emotive and inspiring campaign that highlights the impact that pets can have on people who are experiencing hardship through no fault of their own.

“Additionally, many charity organisations are under-resourced at this time of year and often rely solely on the generous donations of others to continue providing valued services for their local communities.”

Says Annie Price, creative director, Communicado: “With several worthy (but very varied) charity partners all helping different types of animals and owners, we needed a storytelling vehicle that would do justice to them all. A little girl writing her selfless Christmas list was the link to tie them all together and our director, Olivia did a beautiful job of bringing the emotion.”

The Petspiration Foundationʼs Christmas Project is part of a wider focus for the leading retailer to prioritise purpose, empowering a better future for pets and people this Christmas. With 100% of The Petspiration Foundationʼs donations going towards this initiative, the campaign is encouraging animal lovers across the nation to open their hearts and extend a donation – big or small – so that the Foundation can provide food, shelter, security and support through their charity partners.

Organisations that will be receiving donations and gifting wishes to the pets and people that need them most include Pets of Homeless (VIC), Vowboys 4Kids (NSW), HorsePower (WA), Smart Pups (QLD) Pegasus RDA (ACR), RDA Tasmania (TAS) and Safe Pets Safe Families (SA).

From now until December 25, Australians can get involved by purchasing supporting products or directly donating to the cause online and in-store nationally.

Directed by Olivia Altavita of production company Eric, Tom and Bruce, the campaign includes a suite of digital films and radio ads. Led by Communicado, the integrated marketing and creative campaign for the Christmas Project initiative will appear through Broadcast Video On Demand (BVOD), YouTube, social media and in store to assist with raising donations.

Wholly independent, Communicado delivers integrated thinking and creative solutions, combined with specialist PR, digital and shopper marketing delivery for some of Australiaʼs most loved brands including PETstock, Dulux, Tassal Group, Brown Brothers, Bellamyʼs Organic, Unicharm and CUB.

For more information about The Petspiration Foundation, visit

Creative Agency: Communicado

Dion Collard, Head of Marketing Operations and Communications
Marsha Manoiloff, Campaign Marketing Specialist
Sherralea Cassidy, Charity and Events Lead
Tilly Coutts, Marketing & Social Media Coordinator

Production: Eric, Tom and Bruce
Olivia Altavilla, Director
Anastasia Charisiou, Creative Producer
Brendan Cherry, Cinematographer
Bonnie McKay, Production Designer
Francis Healy Wood, Gaffer
Jack Ralph, Editor
Niklas Malkin, Colour (