nspca - Blast Brand Catalysts
NSPCA: 1. THE CHALLENGE Over the decades the NSPCA has become synonymous with domestic pets, typically cats and dogs. What the general public was not generally aware of was that the NSPCA also had a specific focus on the welfare of farm animals, wildlife and the trade in imported exotic animals. 2. OBJECTIVE Highlight these “other” animals that the NSPCA works with. 3. STRATEGY Blast Brand Catalysts (BBC) focused on three of the more common exotic pets (tropical fish, bearded dragon’s as well as amazonian parrots) as research indicated that these animals (whilst not cats or dogs) are viewed as domesticated pets, whereas the wild and farm animals are less commonly seen, and therefore less associated with an organisation like the NSPCA. The executions would need to aid in changing the overall perception of what the NSPCA does and which animals they help. A decision was taken to steer away from the negative aspect of the work that the NSPCA does -‐ abused animal stories. Research shows, that while the shock tactic may illicit an emotional response, most people do not want to see those types of pictures, and in the long run can do more harm than good to the brand. A negative association of the brand, in the same space as the abused animal images, is likely to be moved on from quickly, rather than a striking image, that intrigues the viewer. 4. IMPLEMENTATION A campaign of three executions was created highlighting the three most commonly traded exotic pets (tropical fish, bearded dragon’s as well as amazonian parrots). These animals were juxtaposed in their captive encamped environments within their large open natural habitats. The execution was directed in such a way as to leave the viewer with an uneasy feeling. A feeling that makes you stop, think and reconsider if keeping exotic pets in a tank or cage is natural and the best thing for the animal. As a pro-‐bono client of BBC the NSPCA is treated no differently from any of our paying clients. Clear strategic direction is decided and actioned to. As a NPO, the NSPCA relies on donated (often distressed) free media space, as funds raised are spent on their core function rather than advertisning communication messages. With this in mind it was vital that we created messaging that was able to: • Cut through the clutter • Take advantage of the free space • Deliver the necessary message These executions continue to be used online and in the realm of social media in addition to the donated traditional media space. The NSPCA continue to push this message to reinforce their role in the community and the plight of exotic animals in an unnatural habitat. 5. OUTCOME Through focusing on a single area (exotic pets), the general public who were exposed to the messaging were educated to additional roles that the NSPCA play. In addition to this, an element of awareness of the plight of exotic animals was created through the feeling that one gets when seeing the advertisments -‐ How careful consideration of the type of pets purchased must be thought through, as well as the way in which exotic pets are housed, as a cage or tankis not natural for these animals.