Sydney - Saatchi & Saatchi Sydney has unveiled its first campaign for RSPCA NSW since being appointed to the business earlier this year.
In the biggest RSPCA NSW appeal of the year, the campaign features the real life stories of Franklin, Wilson and Beau brought to life in highly emotive online videos.
‘The Unfinished Story' pulls at heartstrings by retelling the emotional stories of RSPCA NSW's rescued animals in a bid to help raise $1million as part of its annual Christmas appeal. The stories of Franklin, Wilson and Beau are prematurely cut short at the climax with the ending revealed only once a donation is made - a compelling demonstration of how donations can immediately impact on keeping animals healthy and alive and enriching them with a better story.
The integrated campaign launched with a direct mail piece and dedicated website on 29th October. It is supported with outdoor, print and radio. Further ambient activity will roll out before Christmas.
In its first week alone, the campaign had already raised over $100,000, surpassing its target by 150%.