SITUATION: Each year the RSPCA helps over 100,000 animals in need. Their life-saving work depends on the generosity of donors – with a large percentage coming through gifts in wills. But with so many charities competing for funds how do you motivate people to prioritise the RSPCA?
APPROACH: We used people’s special connection to their animals. Every pet owner knows the unconditional love of a dog or cat. They give so much. And a gift in your will is a way to give back. We reminded people of all the ways animals make our lives better, encouraging them to leave them a better world.
OUTCOMES: We created a pilot campaign on social media. Based on the results, we developed a national TVC campaign. Launching during the Olympics it immediately gained attention. And got people thinking about leaving a gift in their will to the RSPCA.
