The RSPCA in Australia launched a new ad with The Campaign Palace Sydney Agency, taking a new approach to connect with their audience emotionally. They portrayed abused humans in order to emphasize the severity of the abuses pets undergo as a result of neglect and violent behaviour.
This is the second campaign we've featured using humans in support of animal rights, complete with a violent and cruel photoshoot.
Boy text:
"Animal cruelty shows itself in many ways. Nearly 20% of abused children in turn abuse animals. That's why, when an RSPCA Inspector discovers a child is responsible for an act of animal cruelty, they know it may not only be the pet that needs help. Often by alerting welfare organisations, our inspectors have helped prevent not just animal abuse but child abuse"
Woman text:
"We help deal with all kinds of animals. Nearly 57% of domestic abuse victims delay seeking help, fearing if they do, their pets will be harmed. Through our Pet Protection programs, the RSPCA ensures these women get the help they need by looking after their pets."
Humans To Depict Animal Abuse II
RSPCA in Australia Gets Ugly
Trend Themes
1. Humanized Animal Abuse - Opportunity for innovation in leveraging human experiences to connect with audiences on issues of animal welfare.
2. Emotional Marketing - Showcase of disruptive campaigns that take a new approach to audience engagement by leveraging emotive content.
3. Pet Protection Programs - Innovation opportunities in providing services that support domestic abuse victims by helping to look after their pets.
Industry Implications
1. Advertising - Opportunity for ad agencies to push the envelope in creating campaigns that emotionally connect with audiences.
2. Animal Welfare - Innovation opportunities in increasing awareness, advocacy, and support for animal welfare organizations and initiatives.
3. Domestic Violence Prevention - Opportunity for innovation in providing services that support domestic abuse victims and their pets in times of need.