Prevention of Cruelty advertising campaign

This campaign delivers The Campaign Palace in Australia presents a very particular insight. The customer is the RSCPA (Royal Society for the Prevention of Cruelty to Animals), and from my point of view is not bad advertising campaign. The campaign explains roughly that the person who abuses a woman probably abused an animal of a child, and a child who suffers domestic violence is likely to be "cruel" with an animal, repeating the pattern learned.

“Animal cruelty shows itself in many ways. Nearly 20% of abused children in turn abuse animals. That's why, when an RSPCA Inspector discovers a child is responsible for an act of animal cruelty, they know it may not only be the pet that needs help. Often by alerting welfare organisations, our inspectors have helped prevent not just animal abuse but child abuse.”

“We help deal with all kinds of animals. Nearly 57% of domestic abuse victims delay seeking help, fearing if they do, their pets will be harmed. Through our Pet Protection programs, the RSPCA ensures these women get the help they need by looking after their pets.” Advertising Agency: The Campaign Palace Sydney, Australia / Executive Creative Director: Paul Fishlock / Art Director: Andrew Town, Thom Davy / Typographer: Thom Davy / Photographer: Andreas Smetana / Copywriter: Laurie Ingram / Other Additional Credits: Kristen Castree, Jeremy Graham, Suzanne King, Amanda Redgrave, David Hartmann