RSPCA Queensland
The challenge
Faced with a surge in animal surrenders and a significant 26% decline in adoption applications, we embarked on a mission to secure more than $600,000 in funding to facilitate the rehoming of animals across Queensland.
The clever idea
In a full-scale media blitz, we tugged at the heartstrings of prospective donors and adopters, leveraging emotive RSPCA animal stories to drive media across Queensland. Amid the peak of Broncos frenzy at the 2023 NRL Grand Final, we orchestrated a heartwarming connection between a shelter dog named Bronco and ex-Brisbane Broncos star Andrew McCollough, resulting in a media hijack that truly packed a punch with 10 News First Queensland.
The results
48.2 million+ earned media coverage reach
129 positive earned media hits in nine months
$600k+ raised for RSPCA Queensland
$210,785 advertising space rate value