2018 Bronze Charity | DMA

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2018 Bronze Charity

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Agency: Arthur London

Client: RSPCA

Campaign name: A World that's kinder to Animals

Campaign overview

Helping the UK to reconnect with its favourite animals

The brief

The challenge was to regain the affection of UK’s animal lovers, and to reposition the charity at the heart of animal welfare – by bringing public attention to the RSPCA’s work beyond animal cruelty

Strategy

The RSPCA brand had a problem.

Research showed the general public’s negative perceptions of the brand were perpetuated by the charity’s longstanding communication focus on its role as “animal welfare law enforcers”.

As a result, potential supporters saw the charity as distant, with little personal and emotional relevance.

To bridge the gap the campaign strategy was to create a powerful and emotive shared purpose; to demonstrate the work of the charity’s broader team as crucial to fulfilling that purpose; and to celebrate the public’s essential role as enabler of that purpose, helping the RSPCA to save animals each and every day.

The work came to life through pure brand, TV, social media and digital executions, while two subsequent phases focused on driving response by offering a free “RSPCA Guide to Animal Kindness”: a strong value exchange and a mechanic for data capture.

Creativity

This campaign aimed to dramatise the RSPCA’s role at the heart of a nation of animal lovers.

The lyrical language and shooting style of the core filmed elements heightened the emotional connection to the RSPCA’s team of caring and committed people, from inspectors and vets, to nurses, animal specialists and volunteers.

By showing this team in action, the campaign brought the charity’s unique purpose to life: the RSPCA helps all animals in need.

By bringing the RSPCA and the public together through a shared passion and purpose, the campaign gave the charity a strong emotional springboard from which to reconnect with its audience.

As well as a brand TV advert and consentfocused DRTV, the campaign included a high impact social and digital media campaign focusing on real people’s video story content.

Results

Results showed the campaign successfully started to change the perceptions of the brand: back to a caring, compassionate brand, committed to care for all animals in need.

In doing so it attracted a different cohort of people: beyond those interested in ‘prosecuting animal abusers’.

These are people who engage with the charity’s broader mission and have shown an interest in taking on a more active role in making the world a better one for all animals.

The message was so resonant among new audiences that around 48,000 of them have responded to a simple ‘stay in touch’ opt-in ask, post-GDPR.

Team

Arthur London - Hannah Wallis, Creative - Simon Lane, Creative - Charles Rivington, Creative - Susanna Burton, Creative - Lyndsay McMorrow, Creative Director - Andy Kelleher, Creative Director - Nick Spindler, Brand Planner - Nick Whillis, CRM Planner - Amie Ibrahimi - Brown, Creative Planner - Richard Halliday, Business Director - Holly Wyatt, Account Manager

RSPCA - Louise Stevens, Head of Brand, Marketing and Content - Klare Kennett, Assistant Director External Relations, Marketing and Executions

Contributors

Royle Productions

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