# RSPCA's new DRTV ad focuses on caring not cruelty

- Link: https://fundraising.co.uk/2005/01/06/rspca039s-new-drtv-ad-focuses-caring-not-cruelty/
- Published: 2005-01-06T00:00:00+00:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/2927.jpg)

The RSPCA’s new DRTV ad, currently being tested on satellite and cable channels,
avoids the common “problem – solution” formula used by many charities in TV appeals:
it opts instead to promote the charity’s caring activities rather than the many 
cruelty cases that the charity deals with.

The new ad, Promises, was developed and produced by fundraising specialists Whitewater.
It shows a series of clips of unwanted and injured animals being nursed back to 
health and happiness by RSPCA staff.

A voiceover explains the Society’s aims and objectives.

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The ad’s proposition is that if the donor promises to give £3 a month to the RSPCA,
then in turn the organisation is able to maintain its promise to provide care for
animals.

Louise Richmond, Donor Recruitment Marketing Manager at the RSPCA, said: “The ad
aims to promote the caring, protective element of the RSPCA brand which is highlighted
in programmes such as Pet Rescue. We’re delighted with the outcome – which Whitewater
developed from just a box of videotapes”.

Helen Hamilton, Account Director at Whitewater, added: “We’ve really been focusing
on keeping production costs down for clients developing DRTV ads… We used existing
footage, edited and produced the ad in house and personally supervised the music
recording.”

The ad, and three variations of it, adopts the 90″ top and 10″ tail format, and 
will run until the end of January 2005.

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