This month the RSPCA is launching an urgent appeal in support of what has been described as ‘the Biggest Animal Rescue ever’.

The campaign raises awareness of the significant increase in the number of animals needing the RSPCA’s help since the Animal Welfare Act came into force in April 2007 and calls for much needed public donations. The integrated campaign, which includes a DRTV commercial, online campaign, press inserts, cold mail and door drop, has been developed in conjunction with Whitewater.

The new Animal Welfare Act, means the RSPCA can now act before an animal suffers. It has led to a dramatic increase in the workload of RSPCA Inspectors, Animal Collection Officers, Animal Centre staff and vets – as well as the need for more food, more care and more veterinary treatment at Animal Centres. The new campaign asks everyone who cares about animals to make a donation in support of the Biggest Animal Rescue, since the charity relies entirely on public support.

Speaking about the new laws, Tim Wass, Chief Officer Inspectorate, who is featured in the DRTV ad, said: “The Act is great news for animals, but means a great deal of work for the RSPCA. I need to make the public aware of the increase in animals who are now depending on us. I need to appeal for more funds so we can be there for all the animals that are counting on us.”

Nick Couldry, Creative Director at Whitewater said of the new commercial: “The RSPCA is totally committed to meeting the demands of the new Animal Welfare legislation. This appeal utilises integrated media to reach as many people as possible and draw attention to the challenge for Inspectors like Tim Wass who are on the front line of animal welfare.”