The RSPCA has right now (11 April) revealed a significant rebrand for the primary time in 50 years in a bid to encourage as many individuals as potential to get entangled as animals face ‘some of the biggest challenges in its 200 year history’.
The charity, which additionally celebrates its 200th anniversary this yr, has revealed the rebrand alongside a brand new advertising marketing campaign platform with the strapline For Every Kind.
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Commenting, RSPCA Chief Executive Chris Sherwood stated:
“Animals are actually going through a number of the greatest challenges in our historical past, from local weather change to intensive farming and lack of habitat to the cost of residing. Unless we act urgently to place animal welfare again on the agenda – as one of many urgent problems with our time – we danger animals’ lives getting worse, not higher.
“The RSPCA has a crucial function to play, and, as we set out in our ten-year technique, we will’t do it alone. We want as many individuals as potential to affix us to assist create a greater world for animals. Because a world that’s higher for animals is a greater world for us all.
“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.”
A brand new brand attracts on the charity’s historical past, with blue remaining the dominant model color however changing into extra vibrant The eight sided ‘lozenge’ form which has been used because the Seventies turns into a blockier ‘octopunct’, by which totally different animated animals sit to mirror the breadth of the RSPCA’s work serving to all animals. This new function and model identification has been developed by world branding company Jones Knowles Ritchie (JKR).
Alongside this, the RSPCA has launched a model advertising marketing campaign, created by company AMV BBDO. A two-minute advert is central to this, that includes the voices of a few of its superstar ambassadors, together with actor Brian Blessed, wildlife TV Presenter and Conservationist Chris Packham, dancer and TV choose Shirley Ballas, JLS singer and TV presenter JB Gill and TV persona Pete Wicks.
The advert showcases a variety of animals in merciless and difficult conditions, from battery chickens to deserted kittens, from lobsters about to be served at a restaurant to dogs left in scorching vehicles, all singing alongside to Aretha Franklin’s iconic track “Respect”, earlier than the tone modifications and the viewer sees animals thriving of their pure habitats or receiving loving care, with the strapline – For Every Kind.
Versions of 60 and 30 seconds of the movie will run on TV and cinema and a collection of 15, 10 and 6 seconds will likely be reside on digital and social media. JAA deliberate and acquired the marketing campaign throughout TV, OOH, Cinema and digital, and have ensured it’s built-in with the RSPCA’s ongoing fundraising efforts.
As a part of the marketing campaign, the RSPCA is asking on individuals to do one million kind acts for animals to rejoice their two hundredth yr.
Sherwood added:
“Our model hasn’t been up to date because the Seventies and it has been holding us again in changing into the trendy, forward-facing RSPCA we need to be. We want individuals to reappraise us and rethink our place on the planet if we’re going to withstand the large challenges going through animals.
“Everyone has a task to play to enhance animals’ lives. Because a world that’s higher for animals is healthier for us all. In our houses, within the wild, on farms and the planet at massive, we will all make our world a kinder place for each animal.
“For Every Kind means for every kind of animal, but also for every kind of person, because we want everyone to feel welcome at the RSPCA.”
About Melanie May
Melanie May is a journalist and copywriter specialising in writing each for and in regards to the charity and advertising providers sectors since 2001. She might be reached through thepurplepim.com.
