The RSPCA QLD has evolved. Now more than ever RSPCA QLD is about educating and changing how we, as people, view our role and relationship with animals. While the brand promise is and will always be ‘for all creatures great and small’, the charter of the organisation has expanded from simply helping animals, to “enlightening people and changing lives”. Engine Group was given the task of repositioning the brand in a manner that holistically reflected the changing scope of its work and vision.
We identified that people connect better with those they share traits and common experiences. In bringing the new position to life, we looked to the similarities between animal and human behaviors and emotions in television and focused on the rational, scientific facts about our DNA makeup in press, POS, and digital to demonstrate the bond that exists between people and animals.