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.

Advertising Agency: The Campaign Palace Sydney, Australia
Executive Creative Director: Paul Fishlock
Art Director: Thom Davy
Typographer: Thom Davy
Photographer: Andreas Smetana
Copywriter: Laurie Ingram
Other Additional Advertising Agencys: Kristen Castree, Jeremy Graham, Suzanne King, Amanda Redgrave, David Hartmann

April 2008


fersvax's picture
1239 pencils

OMG, lots of coincidences nowadays. Are ideas coming to an end?


topawers's picture
139 pencils

People with bruises. Done.
It's concerning that in the first two pages of this site there are two campaigns about animal/child abuse that have the same visuals. To anyone who ever gets their hands on a project like this: Bruises and punched in the face has been done. A lot.

Dick Huges's picture
Dick Huges
937 pencils

i guess people see the website and think: shit, someone just did a campaign just like ours. lets put it up fast and with an air date that is before theirs. btw 2 bad campaigns.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

Like this ad A LOT.

I learned a different side of Royal-SPCA and its inspectors' roles.
The ad is very disturbing but beautifully laid out. The message here is very easy to absorb. This ad talks about a real issue as opposed to the "other" similar-looking campaign which only gives you some hackneyed philosophical mantra. "Don't mistreat your dog. Or it'll come back to bite you in the ass later!" Yeah, we all know THAT. But did we know about THIS aspect of RSPCA before?

Let's not get hung up on how the ads look on the surface all the fucking time, but try to understand what each one of them is really talking about.

adrianapr's picture
1238 pencils

how weird... the 2 campaigns.
animal cruelty... bruises in human beings... plus, the famous "what goes around comes around" phrase in the other one, another coincidence with a lot of ads lately... and I mean A LOT.

phoamcor's picture
1284 pencils

wtf apparently it IS the end of ideas.

mishkaa's picture
296 pencils

i thought this is related with domestic violence.......misleading headline........but the idea and body copy is good........

Disco Munky's picture
Disco Munky
3890 pencils

Isn't this backwards?

If the message is that through investigating cases of animal cruelty, social services are able to identify kids in danger, shouldn't the visual be an animal? and the line about child abuse?

The message contradicts the visual as it stands. A battered child with a line about animal cruelty showing itself is misleading because they go on to say that it's the kids who hurt animals that are maybe at risk, not that if a child is battered then quick find his cat because little timmy might just go round behind the garden shed and wail on it with a hammer.

"Make a name, or be defamed"

Doin' it for the points

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

I totally 100% agree.

The headline was indeed what was tripping me up. And it should have been finessed to fit the image, and not the other way around. What I like the most about this ad is that you see a battered child as the visual and the SPCA logo at the bottom. There's a disconnect. It's very unexpected. It then, almost forces you to read the copy. And I think that was the intention of this ad.

I couldn't give it a very high mark, but I still like it a lot for what it's "trying" to communicate. ; )

What's with your name, BTW, dude?

Disco Munky's picture
Disco Munky
3890 pencils

I like disco....and monkeys.....

"Make a name, or be defamed"

Doin' it for the points

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

The King is dead, as they say, eh?
I personally would've prefered Polyester Ape better. But that's just me.

1838 pencils

The message in the copy is well written, and it gets you thinking. But it doesn't translate into the visual. Poorly done too.

We're going to need more lube.

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