RSPCA reminds public of emergency number

The RSPCA is launching a new campaign today to publicise the work and contact telephone number of their 24-hour Cruelty and Advice Line.

Developed in conjunction with charity direct marketing and fundraising specialists Whitewater, the new doordrop pack promotes the hotline number 0300 1234 999, which has been in use since October 2007. To provide a lasting reminder for when the number is most needed, the pack contains a useful fridge magnet with the telephone number printed on it. To enhance retention, the magnet has also been die-cut to provide a attractive heart-shaped frame for photos of the recipient’s own pets or beloved.

The creative for the doordrop employs a teasing ‘Call me’ message handwritten on a plain red outer envelope with no outward branding to uplift the number of packs that are opened. The signatory of the letter is a Cruelty and Advice Line Operator, who implores the recipient to use the fridge magnet and to use it to call her and her colleagues, should they ever become aware of an animal in distress.

The RSPCA Cruelty and Advice service operates 24 hours a day and 365 days a year and receives almost 100,000 calls every month. The pack also contains a request for cash or direct debit donations to help support this critical emergency service for animals in England and Wales

Louise Richmond, RSPCA Donor Recruitment Manager says “It is important to make the wider public beyond our immediate supporter base aware of the emergency service for animals in distress. It is also important that we make them aware of some of the costs involved in running this essential service, since we receive no public funding for any of our core work”.

Whitewater Creative Director, Nick Couldry added “Engaging the public in a fun and friendly way is most likely to capture their attention and ensure that the pack’s important message gets across. Including a fridge magnet here isn’t a gimmick. It’s a really great way to ensure the RSPCA number is front of mind at all times”.

Jonathan Jacques