15/03/02 - Precision Marketing

Scottish SPCA campaign to lift awareness

The Scottish Society for the Prevention of Cruelty to Animals (SPCA) is using shock tactics in its first insert programme made to highlight the suffering and conditions of abused animals.

WWAV Rapp Collins Scotland is responsible for the campaign, which is raising awareness and funds for the charity that helps 17,000 animals a year. Some 1 million inserts will be placed in glossy magazines like Your Cat, Your Dog and M&S Magazine in Scotland.

Throughout March and April the campaign will ask animal lovers to become a 'friend' of the organisation and donate £3 a month. The charity costs £6.5m a year to run, including housing animals in its 13 welfare centres.

Since 1839 the Scottish SPCA has been looking after the well-being of Scottish animals with the help of events, collections and direct marketing to its 19,000-strong database four times a year. The plan now is to increase regular donations to the charity.

Scottish SPCA marketing and fundraising officer Michelle Grubb, says: "We are trying loose inserts with two different creatives to see the response. We may roll out the campaign in September."