The 90-second film, called I’m An Animal, Help Me Out, features three animals in typical situations encountered by RSPCA officers, such as an abandoned kitten and a beaten dog. Viewers are invited to phone or text to make donations to help those they most want to save. The number for each animal is actually the same, however.
Louise Richmond, marketing manager for donor recruitment at the RSPCA, said the advert has been designed to be “quirky and powerful”, with a look that is familiar to viewers. “In doing this we really hope to hold people’s attention, get them thinking about the importance of the RSPCA’s work in helping animals and to make donations to make this work possible,” she said.
The TV campaign will be supported by door drops in areas where the advert is shown and by online marketing.
Both Cowell and Cotton gave their time for free. Cowell said: “When I was asked to get involved with this project for the RSPCA, I didn’t hesitate. Inflicting any kind of suffering on a defenceless animal is one of the most deplorable acts a human being can do and we all have a responsibility to stop this from happening.”