The savage truth helps save the day.
The RSPCA was A$10 million in debt
when it approached The Campaign
Palace with a single request: 'help
us find a way out of this'. Instead of
brainstorms, talk, and research groups,
the agency team hit the road with an
RSPCA inspector named Slade. Over
the course of a week, they documented
the organisation's powerful truth.
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In contrast to the pervasive images of kittens and puppies, the RSPCA was involved in some dangerous work. Employees regularly faced violent attacks and shootings; and even assisted the police in drug raids. The untold story went further: in the course of their work, inspectors also assisted abused women and children with aggressive tendencies.
Clearly, the cute kitty façade was lulling the public into a false sense of security - leading to a drop in donations. People needed to hear the facts. The first-hand research model led to an intriguing communication campaign. And donations soared to record levels.
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