FUNDRAISING NEWS: CAMPAIGN WATCH - JUST BREAKING

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The RSPCA is launching a DRTV campaign in an effort to boost its number of regular donors and to raise awareness of the charity's work.

The aim of the campaign, entitled "Voices", is to highlight the importance of regular giving.

It follows on from the "Heroes

DRTV ad, which focused on the work of RSPCA inspectors.

The "Voices

campaign asks viewers to pledge £3 per month in order to eliminate cruelty and to catch abusive owners.

The 90-second commercial uses several stories to raise awareness of animal cruelty. The ads show case studies of a kitten that has been abandoned and a dog that is being abused by its alcoholic owner and is eventually rescued by an RSPCA officer.

The viewer sees events from the animal's perspective and voice-overs communicate what might be going through the animal's mind. The creative highlights that the RSPCA can only continue its work through the continued support from donors.

Launching on 1 April, the commercial will be shown on Channel 4 and Channel 5, and on satellite and cable channels such as Sky, UK Horizons and Animal Planet.

"The ad encapsulates our core messages and graphically illustrates why it is so important that we have regular funds flowing in,

said Louise Richmond at the RSPCA.

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