Broaden support for the RSPCA beyond its traditional sponsor demographic of animal lovers.
Whilst the RSPCA was one of Australia’s most loved brands it suffered from a relevance issue with the general public. ‘They do a good job at looking after cats, dogs and fluffy rabbits’.
The campaign youneedtheRSPCA theRSPCAneedsyou highlighted the unexpected programs that the RSPCA ran and how these programs impacted the broader community, giving a new, wider audience reasons to donate.
After 4 months, without the aid of any paid media, the campaign had raised over $1,500,000. It won the coveted Grand Prix at the 2008 APG Creative Planning Awards and was accepted into the prestigious D&AD annual as well as the 2008 AWARD Awards.