The Daily Star came to the rescue for charity Blue Cross in May 2020, which had seen a 515% year-on-year increase in demand to rehome pets as result of the pandemic.
With the charity predicting a spike in abandoned animals due to Covid-19, the news brand launched the ‘Star Paws Takeover’ – a seven-week campaign to raise both awareness and funds for Blue Cross.
With Daily Star readers twice as likely than the national average to own a pet, the in-paper and online campaign built on the success of the title’s regular ‘Star Paws’ column edited by Catherine Wooding.
In addition to featuring Blue Cross pets that need rehoming and in-depth features of celebrities with their furry friends, the Daily Star asked its readers to ‘suppawt’ the ‘Star Paws Takeover’ campaign.
A nationwide competition turned 12 readers’ dogs into ‘bone-a-fide’ 2021 calendar stars, with the overall star pooch and family winning a dog-friendly holiday. The profits from a ‘Star Paws’ calendar went to Blue Cross and various celebrities supported the campaign, including comedian and actor Bill Bailey and wildlife presenter Michaela Strachan.
I love my rescue animals, and of course end up taking endless photos of them. At this time when we are relying on our pets perhaps even more than ever, this is a great campaign, and I’m delighted to support a wonderful organisation like the Blue Cross.
Comedian and actor, Bill Bailey
