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SSPCA campaign beats tough targets

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By The Drum Team, Editorial

October 10, 2007 | 1 min read

The recent WWAV Rapp Collins direct response TV campaign to raise funds for the Scottish SPCA has proven a success in an increasingly difficult medium, achieving double the predicted targets.

Focusing on the plight of an abandoned dog over a period of time, the 60-second commercial encourages people to give £3 a month to help stop animal cruelty in Scotland.

“In the fundraising sector, it’s hard enough getting TV to work when asking for a one-off donation, let alone when we’re asking people to commit month after month,” says Patrick Norrie, WWAV’s recently-appointed managing partner of creativity & innovation.

“But we were confident that using proven response techniques in a really innovative way would deliver for us.”

The commercial’s success has been hailed as a landmark achievement for the Scottish SPCA. Marketing manager, Michelle Feenie added: “Ultimately, the fantastic response from the Scottish public to this commercial will ensure we have the funds to rescue more animals, educate more people about the importance of protecting animals and help the authorities to prosecute more people who mistreat and harm animals.”

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