RSPCA: RESPECT FOR ALL KIND

You only get one chance to launch a new brand identity, especially when it’s the first time in 50 years for a 200-year-old brand. The RSPCA is well known but not fully understood. The RSPCA’s work, for every kind of animal, had never been more needed but the disconnect between awareness and consideration was holding the charity back.

The charity has big ambitions for the next 5 years. To achieve these, more people need to understand the need for support and act accordingly. This could not be done by fundraising alone – brand needed to play a part.

In April 2024 the RSPCA launched a new, bold, revitalised brand which not only puts animal welfare front and centre put also the role of the UK public. The campaign ran across TV, BVoD, YouTube, Cinema & Meta. It was the partnership with Channel 4 and Googlebox that launched the new brand to the UK public.

Search interest doubled on launch. Attention has never been higher. Consideration to donate has dramatically increased. Resulting in the most successful Summer Appeal ever – raising twice as much as last year.