RSPCA says ‘we’re all the same’ in new campaign
A cavalcade of cute animals and a voiceover from actor Geoffrey Rush feature in a new campaign for RSPCA Queensland created by Brisbane agency Engine Group.
The ad focuses on humanising animals, with Rush saying “we all get hungry, or bored” and concluding with “we all like to belong, because deep down, we’re all the same.”
The new campaign’s positioning line is “We’re all creatures, great and small,” an update on the previus line of “For all creatures great and small”.
View the ad:
I think the V.O was very well written, and I like the idea… Hope it makes a difference.
Fantastic. A wonderful example of positive messaging in public persuasion. A real contrast to the Victorian mob’s efforts. When will people learn that negative, fear based campaigns don’t work. Indeed, this is not a new construct. We have known a lot about what motivates us for a long time and fear is not a great motivator for long-term personal change. So, well done RSPCA QLD and Engine Group
The RSPCA is laudable in many countries, but in Australia they maintain one of the highest kill rates of any shelter in the country. Personal experience has seen them destroy healthy animals while a new owner who had expressed an interest to adopt stood by helpless, and refuse to release animals from death row to a no kill shelter willing to take them in, causing unnecessary loss of life. My concern with work like this is that the RSPCA is one of the wealthiest animal charities in the country, affording such work, while other worthy charities with no kill policies or other valuable agendas (Oscars Law) remain underfunded. The RSPCA will no doubt raise substantial funds from this TV ad, but at what cost to smaller no kill charities arguably making a greater difference?
@luisawalker that’s very interesting to hear. It’d be great if someone from the RSPCA could come on and give a view on your comments…
100% spot on Luisa Walker.. I couldn’t of said it better.
The RSPCA are bloody demented. Seriously – this mind-set is dangerous.
We are not “all the same”. There is no valid equation here.
It’s a grossly offensive insult to suggest that we are.
Animals are animals; humans are humans. If it were meant to be otherwise, evolution would look a lot different. Anyone who confuses that distinction is in need of urgent psychological intervention by professionals.
Every human who dies today in the world from starvation (and thousands will) has a right to be outraged by this grievously offensive insult from the RSPCA and their loony, animal-obsessed cohorts.
Equating a dumb animal with a dying 4 year old in a developing country? Nice.
Shame on everyone involved. Time to draw a line in the sand on this issue.
Well said Luisa. I know for a fact that RSPCA in Adelaide recently had a break out of parvo virus and had to put down all their animals.
We want Oscars Law!!
This is why Geoffrey is on top above all others!
I have been a long time fan and will forever be because he is not just a good actor (make that brilliant) he’s a wonderful human being!
Love ya Geoff and I love the add, it’s beautiful!
Mike
What a spray! Perhaps you are the demented one…
Where in the ad does it ‘equate a dying 4 yo in a developing country with a dumb animal’.
The take out I get is animals are sentient creatures, just like us. Seems like a reasonable proposition.
Your hysterical reaction does nothing to validate your own argument that thanks to evolution humans are a superior species – quite the opposite, in fact.
Mike – humans are animals