RSPCA NSW wanted to conduct a comprehensive animal lovers census to help them discover people’s attitudes toward animals. The data collected would cover how people interact with animals, their level of knowledge around animal welfare and their feelings about their pets and other creatures.
They needed an integrated digital campaign to help promote their online survey and entice people to take part.
We knew traditional advertising methods wouldn’t cut it so we decided to create something fresh and innovative. Our talented team crafted illustrated images of vibrant characters with their adorable pets and used these to ensure the social campaign stood out.
We also developed eDMs, web banners, social media image posts, Facebook ads, and a website pop-up to direct viewers towards the census.
To reflect the questions in the survey (and those who would be answering them) the characters were diverse, including same-sex couples, people with disabilities, and those of all shapes, sizes and backgrounds. Pets included cats, dogs, fish, birds and more to emphasise the huge range of animals people care for.
The survey response was overwhelming. Thousands of people provided insightful information about themselves and their attitude towards animals.
We used the data collected to create an infographic showing our findings through creative illustrations. The images clearly display the different responses from people across different demographic groups, so that everyone can see and understand how animal lovers feel about their pets.
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