Annual Appeal 2019

Porter Transformer


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.

Porter Transformer


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.

Porter Transformer


  • 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.
Annua Appeal SPCA
Annual Appeal SPCA

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Our actions speak even louder than our words. Talk to us today about how we can tell your story - for good.
Louise Wright – Managing Director

Louise Wright is an award-winning senior practitioner with a reputation for providing shrewd strategic advice, as well as offering creative solutions, to help organisations grow and thrive.

She lives and breathes the Porter Novelli values of winning with integrity, being gutsy, having your back, and enjoying the ride.

With extensive leadership experience, she brings a cool head in a crisis, helping clients through some of the most challenging times they have faced. Louise’s career began in news journalism, followed by magazines where she headed the biggest consumer titles in New Zealand, before moving to PR.

She believes great story telling is essential for all compelling PR campaigns and is renowned for inspiring her clients to take this approach. She has an enviable contacts book and prides herself on her connections with journalists, TV producers, editors, lawyers, agents and sports personalities.

Committed to helping the next generation of communications professionals succeed, she’s a Women in MEDIA mentor and also a mentor for PRINZ. She has a BA in English literature and History, and a Diploma in Journalism.

In her spare time, she’s a school netball coach, and fundraiser for kids’ sports and up at 5am in the rowing season driving her daughter’s squad to training. She collects NZ art and loves hanging out with her not-for-profits: James and Millie.