RSPCA (NSW)
Campaign: Leave behind a legacy of love.

RPBROWN has developed a range of evocative and tactful brochures, posters and print advertisements for RSPCA New South Wales.

The campaign has been created to promote the RSPCA's Bequest Program, whereby animal lovers can leave behind a donation for the organisation to care for neglected animals. Due to the monumental effort required to care for some 40,000 abused or lost animals in NSW, the campaign needed to evoke a sense of empowerment to pet owners and animal lovers, extending beyond their own lifetime. The Bequest Program is a major source of funding for the daily operations of the RSPCA.

The creative direction for this sensitive campaign was to suggest to the viewer that by leaving a bequest to the RPSCA, you can figuratively "have a hand in" the future care of your pet(s), and also in the care of thousands of other orphaned or neglected animals.