RSPCA's new DRTV ad focuses on caring not cruelty
Howard Lake | 6 January 2005 | News
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.
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.
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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.
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.