RSPCA WA: 'This Is Love' Brand Campaign

BACKGROUND

RSPCA WA is one of the state’s most trusted organisations - but over time, its brand had become narrowly associated with rescue operations and cruelty enforcement. In 2025, the organisation set out to shift public perception and reconnect Western Australians with the broader emotional truth behind its work.

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Developed in collaboration with creative agency KWP+Partners, ‘This is Love’ was born - a long-term brand platform that celebrates the quiet, relentless acts of compassion happening every day across the State.

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The campaign aims to increase positive brand perception from 85% to 89% over time - not by showing distress or drama, but by honouring the people who show up for animals every day, without the need for recognition.

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CHALLENGE

Despite strong brand awareness, audience research revealed a limited understanding of what RSPCA WA actually does. Many people viewed the organisation as primarily reactive - stepping in when things go wrong, rather than being a constant force for good.

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Our challenge was to reposition the brand without losing its equity. We needed to show that RSPCA WA is not just a crisis response organisation - it’s a community of quiet heroes, working tirelessly to improve animal welfare. All with a modest not-for-profit budget in a crowded media market.

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SOLUTION

In partnership with KWP+Partners and media agency Carat, we launched ‘This is Love’ in July 2025 with a 60-second hero film, supported by a suite of creative assets that will span social media, YouTube, press, and radio.

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From the outset, the campaign was designed as a creative platform with a multiple year-long, integrated rollout - combining key bursts of high-impact AV (TV, BVOD, YouTube) with always-on digital activity, owned storytelling, and earned media opportunities.

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Paid social and search were planned to be kept live across the year to build familiarity and enable fundraising retargeting.

 

The creative was structured around a central truth: the most powerful kind of love is the kind that doesn’t ask for praise - it just shows up.

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THE FILM

Shot entirely in Western Australia and directed by Corrie Jones, the campaign’s hero film tells a story not of grand gestures, but of quiet acts of care.

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Real RSPCA WA staff and volunteers appear throughout, alongside a narrative that reads like a love letter to the animals - and to the people who never stop showing up for them. Authentic, raw, and proudly local, the film sets the emotional tone for the campaign and the brand moving forward.

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RESULTS (to date)

The campaign launched in July 2025, with paid social and YouTube activity running for four weeks.
 

Early indicators show strong engagement and positive sentiment across digital platforms. Full AV rollout (TV, BVOD, radio and press) is tentatively planned for 25/26 supported by earned media and a new wave of supporter content. The campaign will be evaluated through brand tracking and campaign analytics over time.

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MY ROLE

As Marketing Specialist at RSPCA WA, I led the campaign from the client-side, managing internal stakeholders and agency partners across strategy, creative and media.

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This included:

• Leading the development of the campaign rollout strategy

• Briefing and collaborating with KWP!+Partners and Carat

• Overseeing creative asset development, media planning, and approvals

• Ensuring alignment across fundraising, communications, and brand activity

• Managing campaign documentation and a full implementation handover
   

With no prior state-based brand campaign on record, this was a major milestone for RSPCA WA. I’m proud to have delivered a platform that honours the heart of the organisation - and to have helped set it up for continued success, even after my departure.​

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