Magazine article Marketing


Magazine article Marketing


Article excerpt

The Royal Society for the Prevention of Cruelty to Animals (RSPCA) fights for animal welfare globally, and has associations with more than 160 animal welfare organisations in 65 countries.

The Society carries out international aid through an overseas fund, which distributed more than pounds 486,000 to animal welfare organisations in 26 countries in 2001.

It is involved in practical welfare, law enforcement and high-profile campaigning and education to prevent cruelty to animals.

The Society employs veterinary experts and consultants for the care and treatment of farm livestock, wildlife, domestic pets and animals used in research. There are 328 uniformed RSPCA inspectors and 146 animal collection officers in England and Wales working for animals in distress.

The RSPCA's press office provides a 24-hour media service. Its cruelty statistics for 2001, released in 2002, achieved more than 700 mentions in the media.

The Society's management is the responsibility of a council made up of 25 volunteers. Of these, 15 are national members who have been elected by the entire RSPCA membership. The remaining ten are regional members, one from each of the RSPCA's regions, who are elected by local branches.

In August 2002, the RSPCA tested a direct response TV ad campaign to encourage consumers to pledge monthly donations. The ad, by WWAV Rapp Collins, was called 'Dead Kitten'. It told the story of a kitten's death from internal injuries after being thrown against a wall by its owner.

In November 2002, the RSPCA, concerned about unprovoked airgun attacks on people and animals, stepped up its lobbying to ban teenagers from using airguns. …

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