RSPCA: R.E.S.P.E.C.T For Every Kind

The RSPCA’s For Every Kind rebrand made a bold impact, uniting branding, creative, and media agencies to revitalise the 200-year-old charity. Despite high awareness, the disconnect between understanding and donating held the charity back. The new brand put animal welfare and public involvement front and centre, launching with a TV and BVoD campaign, supported by YouTube, Cinema, Meta, and OOH.

We needed a loved, trusted and well-known platform to launch the campaign to every kind of UK home. Partnering with Channel 4 and Gogglebox, JAA created a 2-minute special ad that used warmth and humour to highlight volunteering, fundraising, and animal care. A 30-second spot set to Aretha Franklin’s R.E.S.P.E.C.T. reinforced the message.

The results were outstanding: search interest doubled, consideration to donate soared, and the Summer Appeal raised twice as much as the previous year, over £1million more — making it the most successful yet.