TV ad: RSPCA: Hit

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The public perception of the RSPCA is of a fluffy organisation that deals with kittens and dogs. Yet every day, unbeknown to the public, the RSPCA through a range of programs and services help people in emotional and physical danger. The objective of this campaign was to shift this perception and talk to a new, broader audience.
Says the creative team: "When we discovered that 57% of domestic abuse victims delay leaving home fearing that harm could come to their pets and that the RSPCA had a program to deal with this problem, it was a difficult story we had to tell. The idea itself was hard hitting and a sensitive touch was required. Glendyn was a natural choice as director and Simon’s sound design is exceptional. Together they produced a piece of film that was both disturbing without being gratuitous."