For Every Kind

To define its next 200 years and introduce a new strategy designed to respond to the growing challenges faced by animals worldwide, RSPCA has tasked AMV BBDO to launch a powerful and empathetic rebrand campaign. “For Every Kind” was created to be more than just a brand platform or an end line. It’s a rallying cry to invite every kind of person to be kind in every possible way to every kind of animal.

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.

The new brand platform is also being launched with impactful OOH across England and Wales, featuring a completely refreshed design system for the charity. The billboards land the message “For Every Kind” by showcasing a breadth of animals, all the surprising emotions they feel and our connection with them. Targeted social executions are also being rolled out to describe the specific acts of kindness people can perform for animals, big or small.