The RSPCA was well respected with a loyal supporter base of animal lovers, however it was struggling to survive due to limited government funding. We needed to appeal to a broader market for support, by showing the RSPCA helps people (not just animals) and the wider community, to prove the charity is relevant and vital to everyone. One RSPCA programme teaches children to have empathy for animals, as kids who are cruel to animals are more likely to commit violent criminal acts, like domestic violence, as adults. To shock and motivate non-animal lovers into action, we developed the idea of a man savagely beating a woman, with her screams replaced by the sounds of an animal being beaten.
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