Client: RSPCA
Harnessing the terrible power of the imagination
Christmas – the most wonderful time of the year. And yet, behind closed doors, the RSPCA finds terrible animal suffering. We can’t take our supporters with us. We can’t show them the full extent of what we find. Instead, we give them a nudge, to imagine it. And then double it.
Copy by Josie Hicks: www.sxjcreative.co.uk/about
Direct Marketing Cold Audience
We threw out the DM rule book, not using the direct-to-camera puppy dog eyes that almost always drive donations. Instead, we did something distinctive, aiming to paint a picture using a door and our audience’s imagination. Our number one aim – avoid falling into the ‘seen that before’ pile. Also known as the bin.
Once inside the pack, we used every fundraising trick in the book. Visceral, heart-wrenching case study details. Urgent phoneline stats. A sense of nationwide collective action that makes you want to ‘Join the Christmas Rescue’. All wrapped up in a clean, skimmable design.
