RSPCA
Positive Change is Serious Business.
We sparked 30k+ people to take positive action in their communities.
The details.
RSPCA
Kind Sparks
The brief
Make audiences who buy and use fireworks think - and act – differently, without making them feel guilty for their choices.
How we made positive changeRealising the challenge had interesting parallels with the Meat Paradox (the term commonly used by psychologists to explain why animal lovers often eat meat), we coined the phrase the ‘Fireworks Paradox’ to allow us to look at the issue differently. Our strategy to overcome this cognitive dissonance was to focus on the human impact of fireworks, positioning RSPCA as a force for community cohesion and animal protection.
What we delivered- 360 comms campaign
- Behaviour change
- Content
- Design & branding
- Idea generation
- Media relations
- Message development
- PR
- Social media
Impact in numbers.
84%
of non-animal owning adults would now consider purchasing Low Noise fireworks
193
pieces of coverage (exceeding the KPI by 29%)
23
nationals
398%
YoY increase in link-clicks to information about fireworks planning
76%
will look out for neighbours with pets or animals during fireworks ‘season’
