RSPCA ‘For Every Kind’ Launches on Gogglebox

By Cameron Cumming, Director of Performance

Here at JAA we are proud to launch a new advertising and brand campaign for the RSPCA. It’s a historic moment as the charity unveils it’s first major rebrand in 50 years to inspire widespread engagement in animal welfare. 🐾

The rebrand campaign “For Every Kind”, developed by Jones Knowles Ritchie and AMV BBDO, was created to be more than just a brand platform or an end line. It’s a rallying cry to invite every kind of person to be kind in every possible way to every kind of animal. 🐮🐝🐌

Enabling the campaign to be a topic of discussion for families nationwide, during tonight’s first ad break in Gogglebox, a special 2-minute ad created by Studio Lambert for Channel 4 Sales will launch featuring stars of the show with their pets reviewing and reacting to the new brand ad. 📺

Here at JAA, the team Cameron CummingSophie Bellon-GibbonsRebecca SestonAbbey DareSimmone HallettSarah JenningsDaniel Denman and Lacey Pavitt are ensuring the campaign delivers the reach it deserves with versions of 60 and 30 seconds of the film running on across TV and cinema and a series of 15, 10 and 6 seconds will be live on digital and social media. Radio spots are also part of the media plan and will start later in the year. 📺🎥🤳📻

Huge thanks to all our partners Channel 4, ITVPearl & DeanSkyrise and Talon for bringing this amazing campaign to life. Final thanks to Olivia ReidJo Toscano and Jon Eserin for choosing us to help bring such an inspiring and innovative campaign to life. 👊