The RSPCA is the oldest, most famous animal charity in the UK. From rescuing to lobbying, changing animal nappies to changing laws, they profoundly impacted the standards of animal welfare over two centuries. But they’ve been underestimated, under-loved and less and less supported.

Meanwhile, intensive farming, environmental changes, urbanisation and objectification mean that billions of farmed animals, wild animals and pets are facing an unprecedented crisis that only better understanding, love and support could change.

There were two issues:

In people’s minds, animal welfare equates to rescuing from violence. Not realising that good welfare isn’t just about minimising pain, but maximising happiness.

And in the sector, decades of sad storytelling about cats and dogs made them the only animals deserving of empathy.

So our objectives were to radically change people’s relationships with ALL animals and motivate them to take action with the RSPCA.

The film's score is a bespoke adaptation of Aretha Franklin's ‘RESPECT’. Originally known as a feminist anthem, our version repurposes the lyrics/re-works the composition to create an anthem for animals, asking for everyone to show them kindness.

By opening the film in a minor key, played at half tempo, we heighten the emotional plight of animals across the nation. This emotional plea – is also amplified by our cast of vocalists - each chosen to represent specific animals. A soulful cow soloist pulls at heartstrings while a gospel choir gives voice to a barnful of battery hens. These voices were shaped with real animal sounds to create new harmonies.

Mid-way, the track switches to the more uplifting major key - highlighting the positive steps the RSPCA takes to improve the welfare of all animals. By the big crescendo, our entire cast are mooing, clucking, meowing and woofing along in joy

On launch day, the RSPCA had 80% share of voice. Over 5 days, the film was already watched 632 million times and the new direction was featured on Sky News and Good Morning Britain.

People finally started a much-needed conversation, making animal welfare headline news. The Telegraph and the Daily Mail ran articles about it, while Jeremy Vine began a debate about kindness to animals on one of the biggest radio stations, BBC Radio 2.

Crucially, this conversation is inspiring everyone to be kind to every animal: References to all animals deserving respect and kindness are at their highest (UK, 12 months), volumes of references to showing kindness to all animals tripled and volumes of conversations about rethinking our relationships with animals multiplied by 14x.

And after seeing our campaign, people commit to taking at least 2 additional acts of kindness towards animals (National representative survey, 1000 people).