The campaign, under the banner “Big Christmas Feed”, has been created by direct marketing agency Whitewater and will use television together with warm and cold mailings to reach existing and potential new donors.
A 90 second TV ad is central to the campaign. It focuses on the cost of feeding and caring for the animals in its rescue centres, for instance a cat costs £12 per month, whilst for a dog the figure is £26. The aim is to help people see how their support will directly impact on an animal in the RSPCA’s care.
The mailing campaign breaks mid-November with warm mailings being sent to 300,000 donors in the run up to the Christmas season, and a further 75,000 cold mailings due on 23 November. The TV campaign will start at the beginning of December.
Media buying is being handled by MC&C, with additional work by AMP.