RSPCA chooses Once We Were for three-year marketing campaign
Howard Lake | 27 November 2013 | News
Animal welfare charity the RSPCA has selected creative strategy business Once We Were to help it with a marketing and campaigns programme over the next three years. This is part of the charity’s new 10 year strategy, agreed in June, to improve public awareness of the wider work of the RSPCA.
The charity, the UK’s oldest animal welfare charity, will mark its 200th anniversary in 2024.
Once We Were will work closely with RSPCA’s team, covering marketing, communications, public affairs, fundraising, research, education and international work.
RSPCA’s other work
The agency will work to highlight the charity’s other work, beyond its high-profile inspectors, animal centres and companion animals. These other areas include work on animal testing, improving welfare standards for farm animals, wildlife protection and the training and development work with other organisations overseas.
The agency aims to produce and implement an “omni-channel brand marketing strategy”, producing a “seamless combination of streams like digital and content with more traditional media”.
RSPCA’s deputy CEO John Grounds said that Once We Were won a four-way agency pitch. He added:
“Once We Were stood out because of their deep understanding of the ever-changing communications landscape and their commitment to brand story-telling in a digital world. Ending cruelty to animals is really about creating a more compassionate society and Once We Were clearly demonstrated not only their impressive analysis and insight but also their engagement and commitment to this challenge.”
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[message_box title=”About Once We Were” color=”blue”]Founded by Ian MacArthur in 2010, Once We Were is a full spectrum creative strategy business that provides strategic advice in the areas of brand, digital, marketing and creative. Its clients include Cystic Fibrosis Trust, Bausch + Lomb, Kidney Research UK, and Pernod Ricard.[/message_box]
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.