Animal welfare charity RSCPA has unveiled its first rebrand in over half a century, backed by an integrated campaign.
Developed by creative agency AMV BBDO and the refresh by Jones Knowles Ritchie, the creative campaign aims to highlight the importance of showing kindness towards all animals.
Set to a stirring rendition or Aretha Franklin’s ‘Respect’, the ad features the voices of charity ambassadors Brian Blessed, Chris Packham, Shirley Ballas and Pete Wicks.
“The breadth and scale of the animal welfare crisis is so great it can almost feel overwhelming,” said AMV BBDO creative directors, Jack Smedley and George Hackforth-Jones.
“Given the complex and varied relationships we all have with animals, it was important to create something that didn’t just shock or scare people but offered a sense of hope and left you feeling inspired.”
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“Respect almost felt like putting together an animal national anthem and we hope it starts conversations in households around the UK to get us all thinking about how we can be kinder to animals.”
Directed by Raine Allen-Miller, the spot will run across TV and cinema via a series of 15, ten and six-second cut down versions, and will be supported by radio and out-of-home executions.
RSPCA CEO, Chris Sherwood added: “In the 200 years since we were founded, we’ve changed attitudes, behaviours and laws towards animals and, as a society, we have revolutionised the way we think, feel and act towards them.”
“Our brand hasn’t been updated since the 1970s and it has been holding us back in becoming the modern, forward-facing RSPCA we want to be.
“Our bolder, brighter, welcoming brand aims to inspire everyone, whoever they are, to get involved so that together we can help animals now and for many years to come.”
