Animal charity's TV ad innovation

World Society for the Protection of Animals has created what it believes is the first template for charity direct-response television adverts, in an effort to speed up the advertising clearance process during an international emergency.

The charity has created an advert using existing footage and a standard voiceover to illustrate its work during disasters. It will serve as a template for future campaigns, with rolling text added to the bottom of the screen.

The advert displays the text "library footage" to avoid misleading viewers.

WSPA hopes the template will speed up approval from the Broadcast Advertising Clearance Centre, the body that pre-vets television advertising for compliance with codes of practice.

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