Agency Reverse Brief

RSPCA – Pet Abandonment Campaign

WHAT ARE THE CLIENTS OBJECTIVES FOR THE JOB? WHY ARE WE ADVERTISING?

The RSPCA is one of the world’s biggest animal rights organizations, and is currently planning an animal abandonment campaign. Animal abandonment is steadily increasing for a number of reasons, and the RSPCA feel it is their job to help raise awareness and reduce the number of cases.

WHO ARE WE TALKING TO?

We are talking to the general public, in particular pet owners and future pet owners. We want to encourage current pet owners to consider other options before resorting to pet abandonment, and we want them to realize the cruelty behind it. The RSPCA offers support sessions and information to current pet owners who are struggling to keep their pets.

We also want to encourage people who are considering buying pets to seriously think if they are up to the responsibility of owning a pet; whether it be financial or personal reasons.

WHAT DO THEY CURRENTLY THINK ABOUT OUR SECTOR/INDUSTRY AND OUR BRAND?

The RSPCA is a global charity organization, which is one of the largest of its type. Since it is such a big company, the public should be very aware of the RSPCA’s efforts in preventing cruelty to animals. Although it is a very large organization and is operating for a just cause, it has received some bad publicity over the years, particularly in countries other than Australia.

WHAT DO WE WANT THEM TO THINK?

We want them to realise that the RSPCA’s first priority is to help animals in need, and that it heavily relies on the public for donations and support. Without the support of volunteers and donations, the RSPCA could not operate.

WHAT DO WE WANT THEM TO DO?

We want them to donate their time or money to the organization, but in particular we want the public to take action on pet abandonment and to realise the problems with the issue. If people stop abandoning pets, the RSPCA would have greater time and resources to focus on other important issues. The public can call the RSPCA on 6282 8300 or go into a shop front for more information.

WHAT IS THE SINGLE MOST IMPORTANT PROPOSITION?

Abandoning pets is wrong.

WHY SHOULD THEY BELIEVE IT?

They should believe it because it is morally unjust and cruel, and by advertising we will emphasize the brutality behind pet abandonment and affect the public on a personal level.

WHAT IS THE OFFER?

The offer is to provide information sessions to current pet owners who may be struggling, and to prospective pet owners.

HOW SHOULD WE SPEAK TO THEM?

The advertisements should speak in a serious manner, to inform the public that it is a grave issue. A level of compassion must be taken however so not to make the public feel threatened.

MANDATORIES

·         RSPCA logo and tagline

·         RSPCA contact information, including phone number and web address

·         Details of information sessions to current and future pet owners

CREATIVE GUIDELINES

Images

·         Images of different pets in different situations

·         Images of people

Headlines or Thoughts

·         Abandoning pets is wrong

·         Think before you buy a pet

·         How would you feel?

·         There are other options available

REQUIREMENT

High impact images, as a brochure, poster and Web advertisement.

TIMINGS

Brief: Due 31 March

Initial Review for creative concepts 1, 2 and 3: 7 April

Initial Review of final creative concept: 21 April

First draft of creative concepts – all three ‘mediums’: 28 April

Final draft of creative concepts: 12 May

Ready for Client: 2 June