The RSPCA is experimenting with bus-side advertising in the run-up
to its fund-raising week, which begins on 21 April.
The campaign focuses on cats, which have now overtaken dogs as Britain’s
most popular pet, but which also suffer the most cruelty.
Abbott Mead Vickers BBDO has produced the advertising, which is based on
the fact that convictions for cruelty against cats have risen by 35 per
Written by Malcolm Duffy and art directed by Paul Briginshaw, one ad
shows the body of a cat which has been a victim of starvation and
mistreatment, and carries the line: ’Request stop.’
Another features a cat with an injured eye and the line: ’Not all cats’
eyes light up.’
The bus-side campaign is being supported by four-sheet posters, which
show a rescued cat being treated in an operating theatre. The copyline
reads: ’Cats. Now at a theatre near you.’