RSPCA calls on us all to RESPECT animal welfare

For more than two centuries, the Royal Society for the Prevention of Cruelty to Animals (RSPCA) has been pushing boundaries and raising standards to help animals live fairer and better lives. In this campaign, the charity, which operates in England and Wales, touches on the growing challenges faced worldwide with a view to inspiring everyday acts of kindness for animals. “In the 200 years since we were founded, we’ve changed attitudes, behaviours and laws towards animals and, as a society, we have revolutionised the way we think, feel and act towards them. But between intensive farming, climate change and urbanisation, and the ongoing cost of living crisis, animals are now facing some of the biggest challenges ever. "As an organisation, we have a critical role to play, but we can’t do it alone," says Chris Sherwood, Chief Executive, RSPCA. "We need as many people as possible to join us to help create a better world for all animals. Because a world that’s better for animals is a better world for us all." The magnitude of the crisis for animal welfare is such that we need everyone, not just the traditional animal advocates, to join in and help the RSPCA. With For Every Kind, the charity wants to help nudge each and every one up the scale of animal welfare, one kind action at a time. Central to this campaign is the 2-minute film, which portrays a wide and wild range of animals, from battery chickens to abandoned kittens, from lobsters about to be served at a restaurant to dogs left in hot cars, all singing along the iconic Aretha Franklin’s “Respect” track, asking for just “a little respect”. Featuring the voices of RSPCA’s celebrity ambassadors actor Brian Blessed, Wildlife TV Presenter and Conservationist Chris Packham, champion ballroom dancer and TV judge Shirley Ballas, JLS singer and TV presenter JB Gill and Staying Relevant podcast co-host Pete Wicks, the ad encapsulates a vision for animals that’s more needed than ever. What do you think of the initiative?

Keywords: RSPCA RESPECT, animal welfare, intensive farming, environment, animal cruelty, Raine Allen-Miller, Somesuch, AMV BBDO