Effies
Australia
RSPCA SA Perfectly Adoptable Campaign
Agency
Them Advertising
Client
RSPCA South Australia
Awards
Finalist
Small Budget
Case Study
Summary
RSPCA South Australia faced a real problem: falling adoption numbers due to the stigma around shelter pets. With a limited budget, the "Perfectly Adoptable" campaign focused on shifting perceptions from "doing good" to "making a good choice." By celebrating the honest, imperfect truths about shelter pets, the campaign tackled barriers and showed they were perfectly able to be a great companion. This approach led to a 113% increase in profile page visits, a 13% increase in shelter visits, and successfully stabilised adoption numbers.
Case study
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Credits
| Brittany Weber | Senior Account Manager | Them Advertising |
| Amanda Paukner | Graphic Designer | Them Advertising |
| Jose Plazas Garrido | Senior Digital Marketing Specialist | Them Advertising |
| David English | Senior Graphic Designer | Them Advertising |
| Juliet Mallinson | Digital Marketing Specialist | Them Advertising |
| Mamp Grewal | Director of Digital & Strategy | Them Advertising |
| Olivia Anders | Media Director | Them Advertising |
| Rob Hutchison | Creative Director | Them Advertising |
| Omkar Borle | Director of Web & Performance | Them Advertising |
| Renee Smith | Group Account Director | Them Advertising |