RSPCA print work offers firework alert

Abbott Mead Vickers BBDO has created a press campaign for the RSPCA, which highlights the effects of firework noise on animals.

The four executions emphasise the fact that thousands of pets have to be sedated or put down because of the panic caused by loud fireworks.

Through the use of dramatic art direction, the ads suggest the explosive impact of fireworks while urging the public to register their support for the RSPCA either by text or on the charity's website.

The new creative forms part of the RSPCA's campaign to tighten up firework legislation. The charity recently released a report recommending that extremely loud fireworks should be banned.

It plans to lobby the Government to reduce the acceptable sound level from 120 decibels - the equivalent of a jet taking off - to 95 decibels.

The campaign will run in national newspapers, including The Guardian, the Daily Mail and The People, this weekend.

The ads were written by Nigel Roberts and Andy McAnaney with art direction by Paul Belford and Christian Sewell.

Media planning and buying was handled by PHD.

AMV saw off challenges from Bartle Bogle Hegarty, WWAV Rapp Collins and Joshua to retain the £2 million creative account for the RSPCA in 2002.

The agency has a history of producing controversial and hard-hitting campaigns for the charity during the 16 years it has held the account.

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