RSPCA Australia – creating new found respect for a household name

The Campaign Palace



EXECUTIVE SUMMARY

“Insight can only come from understanding, and understanding only from proximity”.* This case study is evidence of the value that comes from getting up close and personal and choosing to experience things first hand rather than reading about them; talking about them or running research groups about them. At the start we saw the RSPCA in the same light as everyone else – a well known animal charity with smiling inspectors helping cute animals. Everything was always positively positive in the land of the RSPCA. There seemed to be no real reason to be concerned. However, the powerful brand truth we uncovered first hand had the potential to shake people out of this sense of lethargy; open their eyes to what this organisation had to tackle every single day and expose them to the reality that the RSPCA are as integral to human welfare as they are to animal welfare.