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News Release from: bright
Edited by the Marketingservicestalk Editorial
Team on 06 November 2007
Make your mark new RSPCA campaign
During November the RSPCA is using Metro newspaper to identify the animal welfare issues that really concern the Great British Public.
This is the first time that the RSPCA has used press advertising to run a ground-breaking national consumer survey The campaign is through marketing agency bright
This article was originally published on Marketingservicestalk on 4 Jul 2008 at 8.00am (UK)
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The Daily Mail and the Metro have been used to help the RSPCA attract more female supporters aged 25-45 years.
The ads will be placed in female sections, especially fashion and retail.
The advertising urges people to pick up the phone and call the RSPCA for a copy of its national animal welfare questionnaire to complete and post back.
To encourage people to 'Make your mark' by filling in the questionnaire and sending it back, the RSPCA will give away a unique T-shirt designed by Hemingway Design.
Wayne Hemingway was a judge at this year's RSPCA Good Business Awards and is against the use of animal fur in fashion.
The T-shirts play on the designer desirability social phenomenon (Anya Hindmarch 'this is not a plastic bag', Kate Moss at Top Shop, Kylie at HandM, Stella McCartney).
The T-shirt comes in a male and female version with individual graphics.
The male t-shirt carries a version of the campaign graphics in a modern camouflage treatment and the girls' shirt carries a quirky style icon of an elegant lady walking her pooches.
Says Hemingway: "People must let the RSPCA know where their concerns for animal welfare lie because they care about their opinions; Gerardine and I both have an affinity for the cause and if the T-shirts encourage people to respond then it's mission accomplished".
Commenting on the campaign, Louise Richmond, RSPCA, said: "Foot and mouth and bluetongue are all over our screens at the moment but we want to find out more about what really concerns people about animal welfare "Whether it's fur in fashion, intensive farming, badger culling or dogs left in hot cars, we want to know what it is that will best encourage the British public to back our campaign as a one-off donor, campaigner, or a long life supporter of the RSPCA.".
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