In a bid to keep up with the rise of the most popular ‘oodle’ breeds, RSPCA NSW has introduced a unique and special breed, the ‘Rescuoodle’, via M&C Saatchi Group.
The Rescuoodles initiative is aimed at giving rescue pets an all-inclusive, celebratory identity built around the unwavering belief that rescue animals are in a breed of their own.
With a decrease in adoption interest leading to a 30% decline in adoptions across all RSPCA NSW shelters, and adult dogs in particular waiting five times longer than they were two years ago to find their forever home, the launch of Rescuoodles hopes to raise the profile of rescue animals.
With hundreds of Rescuoodles ready for adoption at RSPCA NSW, and many more across the state in shelters and pounds, the aim of the campaign is to drive more adoptions in NSW, encouraging people to open their hearts and homes to the new breed.
The Rescuoodles campaign launches today, spearheaded by a TikTok campaign featuring Lisa Chimes and a few furry friends. Chimes is known thanks to her role in TV shows Bondi Vet and Dr Lisa to the Rescue and is a practicing Australian veterinarian who works in the emergency and critical care department at the Small Animal Specialist Hospital.
RSPCA NSW GM of animal operations and fundraising, Kristy Blake, said this campaign aims to destigmatise rescue animals, while officially declaring them as a breed of their own, regardless of their background or circumstances.
“Through shining a light on the unique qualities of these animals, we want to showcase their special status. By doing so, we hope that people will feel inspired to choose adoption and that instead of searching for the perfect breed, they will look for the perfect friend," she said.
Blake said as the festive season approaches, it can be an ideal time for people who are considering adopting.
"The reason being that during this time, people generally spend more time at home and can help their new Rescuoodle settle into the family," she said.
M&C Saatchi Group creative director, Sharon Edmondston, said when RSCPA NSW came to the agency looking for an adoption campaign, it realised pretty quickly its challenge wasn’t to build awareness, it was about creating desire.
"We needed to create new news for rescues, get people talking about them again, and ultimately get them back to where they belong - as the most desirable ‘breed’ on earth," she said.
Credits:
RSPCA (Client):
Senior Manager Communications: Rachel English
Public Affairs Manager: Billie Shacallis
Communications Assistant: Sophie Dever
Communications and Digital Media: James Arentz
M&C Saatchi (Creative):
CCO: Cam Blackley
Group Creative Director: Sharon Edmondston
Copywriter: Will Campion
Art Director: Jackson Elliott
Social Strategy Director: Clement Simon
Head of CX Strategy: Melinda Lofts
CX Strategist: Saskia Meagher
Head of Account Management: Charlie Elliott
Senior Account Manager: Dorian Lagarrigue
Public Relations (S&E)
Senior Account Director: Saynaree Oudomvilay
Account Director: Rebecca Patterson
Senior Account Manager: Sunny Manadavadi
Bohemia (Media):
General Manager: Sev Griffiths
Performance Director: Sam Dasari
Performance Executive: Rowena Pan
Resolution Design (RES):
Senior Producer: Mitchell Carr
Producer: Thea Wheatley
Motion Designers: Robert Peters
Junior Motion Designer: Max Dawson
Editors: Nick Lever & Max Dawson
Social media partner: TikTok via their 'TikTok For Good Launchpad' program.
TikTok for Good Launchpad - Lead: Daniel Klug
Creative agency partner: Nicholas O'Donnell
Head of brand & creative consultancy: Anthony Dever
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.