·  Highest ever rate of donation achieved by a direct mail campaign for the RSPCA.

·  Over $500,000 in donations achieved within five days of lodgement.

·  Over $1.5 million in donations achieved over the four week life of the campaign.

·  Size of donation also increased to never-before-seen levels, with some regular donors

   boosting their contribution from the tens of dollars into the thousands – one woman even

   calling in to express her new found respect for the RSPCA and donating an incredible $6,000.

RSPCA Heroes DM

The RSPCA was in the middle of running a hugely controversial television and press advertising campaign, created by The Campaign Palace, to help completely re-frame the way people perceived the organisation.

Instead of the “help the kitten up a tree” organisation – as they are often seen – they wanted to be recognised as the “third emergency service”. With many shocking images of violence against animals and people, the campaign was drawing lots of talk, plenty of publicity, plenty of change.

Our brief from The Campaign Palace was to work within the campaign to create a direct mail pack that also generated plenty of donations.

Focussing on one aspect of the above-the-line campaign – the true heroes of the RSPCA, the inspectors – we created a piece that showed just how tough it was to do the work, and just how much help was needed. 

The results we achieved were beyond anyone’s expectations.

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RIO DE JANEIRO

SYDNEY