RSPCA SA Adoption Campaign

Shattering shelter pet stereotypes

RSPCA South Australia is the state's leading animal shelter and cares for thousands of homeless creatures - great and small - every year.

While 78% of people think animal welfare is important, only one in three would consider adopting a pet from a shelter. This low adoption rate comes down to people opting for designer and purebred breeds because they think shelter pets are either damaged, second-rate or problematic.

To shatter the stereotype that shelter animals are problem pets, we developed an advertising campaign in collaboration with RSPCA SA to motivate more people to adopt and to position the not-for-profit organisation as the first choice for adoption.

The campaign encourages people to open their minds to adopting a shelter pet and see how they are just as able as designer breeds and purebreds to provide their owners with joy and companionship.

We challenged people’s negative perceptions head on and turned them into positives by having RSPCA SA animals tell South Australians why they are ‘perfectly adoptable’ and deserve a chance.

Featuring real-life adopted RSPCA SA pets, the campaign focuses on each animal’s abilities and uniqueness which can often be overlooked.

The 12-month campaign is currently in market and being implemented across traditional and digital channels including outdoor billboards and bus shelters as well as broadcast video on demand (BVOD), Google Ads, Meta, LinkedIn, TikTok and Reddit.

A powerful campaign giving would-be South Australian pet owners something to paw-nder.

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