RSPCA: Scratchy dog

The task facing the RSPCA, the UK animal cruelty charity, was to reach a younger, more affluent audience than usual whilst maintaining its traditional communication values.

RSPCA: Scratchy dog

MC&C and AMP

THE TEAM

Ian Prager, Bodhi Morrison, Alex Prout, Catherine Cottrell, Virginie Kan, James Self.

WHAT IS WONDERFUL ABOUT THIS WORK?

We moved from static digital advertising to focus on a single dog scratching at the screen to appeal for help. ROI rose threefold during the campaign period, reaching 1.0 (more than double the industry average). Donors are new to RSPCA, younger and more affluent than traditional supporters.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

This was a real challenge as we had to reach a new younger audience but adhere closely...

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