Campaign details
Agency: Arthur London
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...