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Whilst the RSPCA was one of Australia’s most loved brands it suffered from a relevance issue beyond its traditional supporter base of animal lovers.

This campaign highlighted the unexpected and generally unknown RSPCA programs that help the broader community, not just those that stopped the suffering of animals.

Without any paid media, the campaign raised over $1,500,000 in a little over 4 months. 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.




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