RSPCA NSW and M&C Saatchi Group roll out ‘Rescuoodles’
M&C Saatchi Group and RSPCA NSW have launched a campaign – Rescuoodles – designed to increase the profile of rescue animals.
The announcement:
In a bid to keep up with the rise of the most popular ‘oodle’ breeds, RSPCA NSW are today introducing a very unique and special breed, the ‘Rescuoodle’, via M&C Saatchi Group.
The Rescuoodles initiative is aimed at giving rescue pets an all-inclusive, celebratory identity built around the unwavering belief that rescue animals are in a breed of their own. With a decrease in adoption interest leading to a 30% decline in adoptions across all RSPCA NSW shelters, and adult dogs in particular waiting five times longer than they were two years ago to find their forever home, the launch of Rescuoodles hopes to raise the profile of rescue animals.
With hundreds of Rescuoodles ready for adoption at RSPCA NSW, and many more across the state in shelters and pounds, the aim of the campaign is to drive more adoptions in NSW, encouraging people to open their hearts and homes to the new breed.
The Rescuoodles campaign launches today, spearheaded by a TikTok campaign featuring Dr Lisa Chimes and a few furry friends. Rescuoodles ambassador Dr Chimes is known to the nation, thanks to her role in popular TV shows Bondi Vet and Dr Lisa to the Rescue, Lisa is a practicing Australian veterinarian who works in the emergency and critical care department at the Small Animal Specialist Hospital.
As leaders in animal welfare for over 150 years, RSPCA NSW embraces love for all living creatures, great and small. Whether they purr and meow, or squeak or bark, one special thing sets Rescuoodles apart from other breeds: an irreplaceable personality that prospective adopters will cherish.
“This campaign aims to destigmatise rescue animals, whilst officially declaring them as a breed of their own, regardless of their background or circumstances,” said RSPCA NSW general manager of animal operations and fundraising, Kristy Blake.
“Through shining a light on the unique qualities of these animals, we want to showcase their special status. By doing so, we hope that people will feel inspired to choose adoption and that instead of searching for the perfect breed, they will look for the perfect friend.”
Blake continued: “As we move into the festive season, it can be an ideal time for people who are considering adopting. The reason being that during this time, people generally spend more time at home and can help their new Rescuoodle settle into the family.”
M&C Saatchi Group creative director, Sharon Edmondston, added: “When RSCPA NSW came to us looking for an adoption campaign, we realised pretty quickly our challenge wasn’t to build awareness, it was about creating desire. We needed to create new news for rescues, get people talking about them again, and ultimately get them back to where they belong – as the most desirable ‘breed’ on earth”.
The Rescuoodles campaign launched today, spearheaded by an engaging TikTok campaign featuring Dr Lisa Chimes and a few furry friends.
Credits
RSPCA (Client):
Senior Manager Communications: Rachel English
Public Affairs Manager: Billie Shacallis
Communications Assistant: Sophie Dever
Communications and Digital Media: James Arentz
M&C Saatchi (Creative):
CCO: Cam Blackley
Group Creative Director: Sharon Edmondston
Copywriter: Will Campion
Art Director: Jackson Elliott
Social Strategy Director: Clement Simon
Head of CX Strategy: Melinda Lofts
CX Strategist: Saskia Meagher
Head of Account Management: Charlie Elliott
Senior Account Manager: Dorian Lagarrigue
Public Relations (S&E)
Senior Account Director: Saynaree Oudomvilay
Account Director: Rebecca Patterson
Senior Account Manager: Sunny Manadavadi
Bohemia (Media):
General Manager: Sev Griffiths
Performance Director: Sam Dasari
Performance Executive: Rowena Pan
Resolution Design (RES):
Senior Producer: Mitchell Carr
Producer: Thea Wheatley
Motion Designers: Robert Peters
Junior Motion Designer: Max Dawson
Editors: Nick Lever & Max Dawson
Social media partner: TikTok via their ‘TikTok For Good Launchpad’ program.
TikTok for Good Launchpad – Lead: Daniel Klug
Creative agency partner: Nicholas O’Donnell
Head of brand & creative consultancy: Anthony Dever
Source: M&C Saatchi Group
