Animal welfare charity RSPCA is kicking off a nationwide advertising campaign to raise awareness of new legislation that aims to reduce animal suffering.
The charity is launching a series of viral online films that use animals’ heads on human bodies to demonstrate that animals have emotional needs and responses.
The online element of the campaign, which has been created by Abbott Mead Vickers.BBDO, will launch this week and the short films will later appear as TV ads. Rocket handled the media planning and buying.
In one execution, Daryl the Dalmatian is approached by his mate Chas, who asks if skinny Daryl is moving to Los Angeles but is told his unhealthy weight is the result of Daryl’s owner not being around to feed him. The Animal Welfare Act comes into force in Wales on March 28 and in England on April 6.