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."
Product : RSPCA
Agency : The Campaign Palace, Sydney
DoP: Alex Arkapaw
Executive Creative Director: Paul Fishlock
Senior Art Director: Andrew Town
Senior Copywriter: LAURIE INGRAM
Head of Broadcast: MEREDYTH JUDD
Producer: Jane Liscombe
Producer: KAIJA WALL
Producer: Jacqui Gillies
Director : Glendyn Ivin
Prod. Co. : EXIT FILMS
Country : Australia
Other Credits : Sound Design: Simon Kane - Nylon
Editor: Jon Holmes - Tide Edit
Complete Post
Agency: David Hartmann, Zoe Hayes, Nicky Nole
