2024 Silver Charity

Agency: JAA Media and AMV BBDO

Client: RSPCA

Entry Title: RSPCA: R.E.S.P.E.C.T for Every Kind

Executive Summary

The RSPCA has big ambitions for the next five years. To achieve them, more people need to understand why supporting the charity is crucial. This could not be done by fundraising alone - brand needed to play a part.

Strategy

The RSPCA launched a new brand identity and advertising campaign with the welfare of every kind of animal front and centre.

In launching the new brand identity there were three considerations:

• not alienate existing supporters
• encourage new audiences to reconsider their view of the RSPCA
• increase consideration to support

Success would be measured through increases in search, as well as ad awareness, attention and consideration, and ultimately increases in fundraising. The strategic challenge was to launch the new For Every Kind brand identity in a creative way and deliver a strong fundraising campaign. Integration of the new brand and fundraising campaigns was vital to achieving success.

Creativity

The new brand line, ‘RSPCA - For Every Kind’, needed to be brought to life through media executions that would deliver the creative to every kind of UK adult. The big idea was to launch the TV ad during Channel 4’s Gogglebox, which represents people from every walk of life. In a twist, the programme’s cast recorded a preview of the ad, and that ran as a special two-minute break.

This resulted in trusted, familiar faces delivering the ‘RESPECT For Every Kind’ message. Gogglebox and peak TV airtime broadened the base from traditional fundraising campaigns and shaped the message to encompass a wider range of animal welfare.

Fundraising ads ran directly after the brand campaign finished. The creative focused on cruelty and neglect directed towards dogs and cats. This was supplemented with BVoD for the summer appeal, and YouTube placement. In addition, programmatic digital OOH created a bespoke custom audience.

Results

The rebrand has been a huge success, with buy-in from internal and external stakeholders, roll-out of the new brand across 100s of sites and RSPCA branches.The RSPCA For Every Kind launch is the kick-starter to achieving five-year ambitions.

Ad awareness and consideration to donate have both increased as a result of the campaign, not least with more attention from the 35 to 49 age group. The volume of online cash donors during the brand campaign period was the highest for four years.

The Summer Appeal 2024 saw a 229% increase in donations, representing £1m in income. Organic regular giving donations rose 43% for the first half of the year, with cash giving up 27%. The increase in search on the launch night spiked at 40%.

The Team

RSPCA - Jon Eserin, Assistant Director Public Fundraising & Mass Engagement - Olivia Reid , Assistant Director Marketing and Communications - Zoe Lomax, Marketing Manager Brand

JAA - Cameron Cumming, Director of Performance - Sophie Bellon-Gibbons, Business Director - Rebecca Seston, Account Director