ANIMALS AUSTRALIA: 2015-2016 CAMPAIGN
Animals Australia is a leading animal welfare NFP, that works to protect the most vulnerable and abused animals in our society. They needed to increase awareness, understanding and empathy for their cause as well as grow their supporter base, and donations.
In order to make a difference and shift ordinary consumer behaviour, Animals Australia needed to connect with the masses to truly drive change within Australia. The Media Precinct had to find a balance between extreme advocacy and the everyday. Deep analysis helped profile those on the periphery, with reasonable propensity to donate (higher volume / low value contributions) or change behaviour.
Our strategy was to confront and challenge consumption by using a combination of high impact broadcast media, lobbying of government officials, challenging a lack of regulation to government bodies, and driving top of mind awareness in everyday food preparation and purchasing settings.
We managed to grow the regular donor base by +29%, while also increasing one-off donation-rates by +67%. The impact of our media strategy increased interest in animal welfare by a +17%-point shift. Our campaign also drove 2 of Australia’s largest fast food chains, McDonalds and Subway to reconsider their usage of caged eggs.
The Media Precinct
L4 The Old Rum Store
10 Kensington Street
NSW 2008, Australia
Tel: +61 2 8081 2660