The public perception of the RSPCA is of a fluffy organisation that deals with kittens and dogs. Yet every day, unbeknown to the public, the RSPCA through a range of programs and services help people in emotional and physical danger. The objective of this campaign was to shift this perception and talk to a new, broader audience.
Says the creative team: "When we discovered that 57% of domestic abuse victims delay leaving home fearing that harm could come to their pets and that the RSPCA had...