Annual Appeal 2019
Spread the word of SPCA’s largest fundraiser, the Annual Appeal, with the goal to raise more than $300,000 nationwide for animals in need.
Every year the challenge is the same – countering media fatigue of an annual fundraiser. This problem was solved by telling new rescue stories from the 2019 List of Shame, which detailed the 15 worst animal abuse cases from the past 12 months. This, coupled with a comprehensive influencer strategy, was designed to achieve a wide reach and impact.
- A total of 24 media stories were published, including two broadcast stories on TVNZ’s Breakfast and TV3’s The Project, as well as a story on New Zealand Herald Focus – with a total reach of 4.1 million.
- Brand impact was high with the Annual Appeal mentioned in 20 of the 24 stories and the SPCA’s List of Shame referenced within 18 of the 24 stories.
- Achieved $307,000 in donations.