RSPCA's banner ads are "well, okay"
Howard Lake | 14 March 2002 | News
An advertising agency boss thinks that the RSPCA’s anti-hunt banner ad campaign is only “okay.”
Lucian Camp, chairman of agency CCHM comments on four current online advertising campaigns in the Ad Watch section of New Media Age magazine. He likes the idea of a charity creating banner ads and encouraging supporters to copy them and paste them on their own sites.
Yet he thinks that the campaign is not particularly impressive. “The banners are, well, okay, saying the sort of things you’d expect the RSPCA to say in the kind of typeface you’d expect it to use.”
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Designed by Lateral, the ads have appeared extensively on sites such as Private Eye, The Guardian, The Daily Telegraph, the New Statesman and The Times. The campaign was planned by PHD IQ.
Despite being underwhelmed by the RSPCA’s campaign, Camp still accorded it the accolade of Campaign of the Week. The message is of course that charities could do so much better with their online advertising.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.