RSPCA
For Every Kind
Overview
Launching a new RSPCA for every kind
For its 200th anniversary, the RSPCA unveiled its first major rebrand in 50 years. JAA created a mass-reach launch spanning TV, BVOD, cinema, OOH and social – with a bespoke Gogglebox partnership designed to get people talking, searching and seeing the RSPCA differently.
The Real Problem
How do you change perceptions of a brand everyone knows?
RSPCA awareness was already high, but perceptions were narrower. Many associated it primarily with cats, dogs and preventing cruelty. We needed to broaden that understanding, attract new supporters and increase consideration to donate without alienating its existing base.
The Trait
Put the society back into RSPCA
For Every Kind invited every kind of person to show kindness to every kind of animal. That universal idea gave us permission to think big – moving the conversation beyond preventing cruelty towards celebrating respect, kindness and joy.
The Strategy
Don’t just launch an ad. Start a conversation
TV gave us scale, but we wanted the launch to work harder. We partnered with Channel 4 and Gogglebox, turning its armchair critics into the first to react. TV and BVOD built from there, with cinema, OOH, YouTube and Meta extending national reach.
The Tactics
Every kind of media for every kind of person
The campaign launched in Gogglebox’s first ad break alongside ITV1, before rolling out across TV, BVOD, OOH, cinema, YouTube and social. OOH focused around RSPCA locations, while 750,000 people chose to watch the full two-minute film on YouTube.
The Results
Reappraisal turned into action
The rebrand increased awareness, search and consideration – while the Summer Appeal became the most successful in RSPCA history
16.4%
+43%
+40%
+1.5pts
+229%
£1m
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JAA were instrumental in pushing us to trial a whole new strategy for our Christmas appeal. A challenging market meant we had to overhaul our usual way of doing things, making us go after new audiences while running on new channels. This meant trialling Netflix as the first charity on the ad funded platform and moving into Connected TV. Both of which were significant changes for a brand like ours that has historically relied on DRTV
