RSPCA NSW appoints Magnum & Co for strategic communications

The NSW branch of the RSPCA has announced the appointment of brand communications agency Magnum & Co to develop communications strategy.

Magnum & Co was first utilised by RSPCA NSW in 2020, when it was engaged to develop communications strategy for the brand. Now the agency will roll out a strategic communications plan, as well as integrated campaigns including one surrounding the RSPCA’s 150th anniversary.

Magnum & Co has been tasked with helping Australians understand the deeply complex issue of animal welfare, as well as the role that the RSPCA NSW plays.

The strategic communications plan will involve tackling misconceptions around the brand, as well as show off the role RSPCA NSW plays in the community.

Magnum & Co managing partner, Katie Barclay, said the agency would be looking to change public misconceptions about the RSPCA.

“We are thrilled to be partnering with such an important organisation as RSPCA NSW. It is one of those brands that many of us feel we have grown up with and often have a story or two to tell.

“It is these real-life stories we want to share with the public, to demonstrate all the hard work that goes on behind the scenes, and to provide unequivocal clarity on the role of RSPCA NSW.

“Our remit is to change the public’s misconceptions of the brand, whilst giving a platform to the many passionate people who dedicate their lives to the pursuit of better animal welfare in NSW, despite the often challenging conditions that come with it.”

Magnum & Co has previously worked with brands including Arcadian, Australian Macadamias, Converse, L’Oreal, Peters Ice Cream and Pizza Hut.

RSPCA NSW communications, fundraising and animal operations general manager, Kristy Blake, said Magnum’s mission aligned with what the RSPCA is trying to achieve.

“We know there are some fundamental misconceptions around who we are and what we do – people still think of us as just a shelter.

“But we are so much more than that – from our Inspectorate who are out in the field every single day, educating the public on responsible animal ownership, to our Fundraising team who work tirelessly to sustain a future for us.

“We felt that Magnum’s mission to “do things that change things” really aligned with what we are trying to achieve at RSPCA NSW and look forward to bringing some of these important stories to life with them over the course of the year.”


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