The RSPCA has responded to an increase in animal cruelty at this time of year with a new animation, designed to bolster its summer cruelty appeal.
The 30-second film tells the story of a dog who gets saved after suffering abuse and mistreatment. Once the dog is freed from the unsafe environment the film shows how the RSPCA help support the animal.
Running across social media including YouTube and Nextdoor, the spot will also be shown on ITV X and Channel 4’s on-demand platforms until the end of August.
A further 15-second long iteration is also available on Youtube, and has already ranked up over 525,000 views.
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It comes after the animal welfare charity carried out its first ever rebrand for over fifty years earlier this year, featuring a bolder and more malleable logo.
“This powerful new film highlights perfectly what our officers are doing on the frontline every single day,” said RSPCA welfare oversight team lead Karen Colman.
“Since the animation went live, we’ve been really heartened by the tens of thousands of people who’ve watched it and shown their support,” she continued.
“No animal deserves heartbreaking abuse. Animals are like us: they feel desperation, confusion and terror – but I am immensely thankful that our dedicated officers are on the frontline each and every day rescuing animals from such scenes of deliberate cruelty, neglect and mistreatment.”
