Story launches donor campaign for SSPCA
Story has launched an integrated campaign to acquire new donors for Scotland’s animal welfare charity, the Scottish SPCA. The campaign breaks this week.
The campaign includes a mix of TV, radio, door-drops, press inserts and online media and will run throughout Scotland until 12 December, 2008.
Story has been briefed to help increase the number of donors to the charity and to raise awareness of its key messages: that the Scottish SPCA is totally dependent on public donations, it is the only charity in Scotland that protects and intervenes in the welfare of animals and all the money raised within Scotland remains in Scotland.
The emotive campaign features Molly, a rescued black Labrador puppy, as a case study to highlight the urgency of the work. An unsettling version of a familiar nursery rhyme features in the TV and radio ads. The lyrics emphasise the message to reach out to the hearts of potential donors – “This old man, he had two, used to beat them with a shoe. With a kick, smack, massive whack, broke another bone, some dogs see no love at home,”
Michelle Grubb, head of marketing and communications at the Scottish SPCA, said: “With donations to charities in general down around 40 percent on last year, it’s important that we send a very strong message to potential donors to allow us to stand out from other charities. We believe this campaign will transform sympathy into funds that will make a real difference to the lives of thousands of animals that desperately need our help.”
Dave Mullen, creative director at Story commented: "This campaign had to engage with our most basic emotions. We’ve used simple but emotive imagery coupled with an unusual treatment of a favourite nursery rhyme. It’s a powerful combination designed to engage and illicit response. People's donations really do mean the difference between life and death for these animals.”