Advertising Brief Task 2

Assessment

PART A:

Appendix: Creative brief template

Client contact information:

RSPCA Australia Inc.

(08) 9209 9300

rspca@rspcawa.asn.au

Project: Creative brief of mass media print

Prepared by:

BACKGROUND:

The RSPCA is a community based charity that works to prevent cruelty to animals by actively promoting their care and protection. The Royal Society for the Prevention of Cruelty to Animals (RSPCA) was established in 1875. The Society began in South Australia due to concern over the horses that worked on the trams down King William Street. A small group of concerned animal lovers felt the horses were unfairly subjected to extreme heat and exhaustive work, and triumphed in obtaining better conditions for the animals.

RSPCA Australia is a Federation of eight independent State and Territory RSPCA bodies called member Societies. RSPCA member Societies do much of the hands on work traditionally associated with the RSPCA such as the operation of shelters and the Inspectorate plus community education and fundraising.

RSPCA Australia’s National Office is home to a strong science and campaigns team, with a particular focus on farm animal issues. RSPCA Australia is responsible for facilitating many of the national events and campaigns, and promoting the interests of animal welfare with Government and industry

The RSPCA is an independent, non-government community-based charity providing animal care and protection services.

The RSPCA runs 40 shelters and employs around 1,000 staff. It costs more than $100 million each year to deliver all of our services which help improve the lives of Australian animals. Most of this money comes from public donations and fundraising initiatives, as well as business partnerships, grants and RSPCA patrons

The RSPCA in South Australia evolved from this small group of dedicated, caring people and while the shelters, staff and facilities have changed, the ethos driving the society is very much the same. The RSPCA are the only organization in Australia that polices and enforces the Animal Welfare Act.

The Adopt a pet program was created as a joint initiative between RSPCA, Bendigo Bank and Visa and has been a huge success for all involved. The website gives people a chance to view animals ready to be adopted currently at the shelters throughout Australia.

CENTRAL IDEA/CREATIVE CONCEPT AND EXPRESSION:

......

CENTRAL IDEA/CREATIVE CONCEPT AND EXPRESSION:

CONCEPT: Finding the right pet for your lifestyle and housing conditions can be extremely challenging and it takes a great deal of research time and patience to make the correct decision. There are numerous things to take into consideration and the Adopt a pet website makes this choice a whole lot easier.

Policing the Act involves nine full-time inspectors who respond to each of the 4,000 reports of animal cruelty we receive throughout the state every year. In a case where a pet owner or farmer is required to appear before a court, the RSPCA funds the lawyers, court fees and other costs required for the case to be heard. Often the mistreated animal is injured or very sick and the RSPCA then also pays the bill for their recovery. As well as the inspectors, two rescue officers are employed on the road providing 24-hour-a-day, seven-day-a-week medical assistance to stray and injured animals. Again, the RSPCA covers all vehicle, phone and medical costs. The animals that are brought into the shelter each week have their own, unique and often horrific story. Some are strays, some have been dumped, some have been surrendered by owners, and some have been so badly abused they have been seized by the Inspectors. While many of the animals come through the doors sick, injured, diseased and generally miserable, the RSPCA’s aim is for them to leave healthy, happy and with new owners.

People looking for a new pet can come to the shelters, where fully vaccinated, micro chipped and neutered dogs, cats, guinea pigs and rabbits are for sale for a much lower price than animals available from pet stores and breeders. Owners get the added extra joy of knowing they are giving an animal a second chance.

ARTICLE:

Nationally, there have been more than 70,000 animal abuse reports in the past year, with the RSPCA putting the rise down to more people capturing abuse on smartphones and sharing it on social media.

“It does reflect that the community is becoming much more conscious that cruelty to animals is just not acceptable, and so are much more likely to be reporting any instance they see,” he said.

Many cases the RSPCA sees involve animals neglected and starving, with owners no longer able to afford food and medication for their pets.

“The majority of cruelty reports aren’t people being deliberately cruel to animals, a lot of it just comes down to people not being aware that animals have needs,” Mr Stevenson said.

At the most extreme ends of animal abuse, the group sees animals that have been violently attacked, such as the duck stabbed in the head with a knife at an Adelaide Hills park last month.

The RSPCA SA prosecutes the most serious cases, with more than 60 people going before the courts last year for animal cruelty. Many of those received suspended sentences.

“The penalties being put down by courts are certainly increasing with time,” Mr Stevenson said.

“It’s reflecting the community’s attitude about animal cruelty.”

The RSPCA SA is holding Million Paws Walk today to raise money for neglected, abandoned, and abused…

...