The One Show
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Category
Music Adaptation / Song
Annual ID
OS25_MS021B
Background
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.
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.
Creative Idea
People have an outdated view of animal welfare (cruelty to cats and dogs) which matches their outdated view of the RSPCA (rescuing and inspecting cats and dogs). The real crisis is one of scale. Millions of animals are unable to live a positive life because we don’t realise that cruelty is not what we do to animals, it’s what we mindlessly condone.
This is why the RSPCA doesn’t just rescue cats and dogs, they educate, lobby farms, change laws… but no one realises so they don’t get their fair share of donations.
We needed to shake people out of their selective empathy by making them realise all animals can have rich, full emotional lives, when we let them.
We’d need to show them that no matter who you are, you can help animals.
The idea: The RSPCA is For Every Kind.
Every kind of animal. Every kind of emotion. Every kind of person - being kind in every possible way.
Set to Aretha Franklin’s RESPECT, we launched with a 60 second TV spot. An anthem for animals everywhere, all demanding one thing from us: A little kindness and respect.
This film caused the RSPCA to become a national talking point, flipping the conversation from being just 12% about animals other than cats and dogs, to 82%. After seeing the film, people commit to taking at least 2 additional acts of kindness towards animals, demonstrated by the 20,000 new financial supporters the RSPCA welcomed in the two months post launch.
This is why the RSPCA doesn’t just rescue cats and dogs, they educate, lobby farms, change laws… but no one realises so they don’t get their fair share of donations.
We needed to shake people out of their selective empathy by making them realise all animals can have rich, full emotional lives, when we let them.
We’d need to show them that no matter who you are, you can help animals.
The idea: The RSPCA is For Every Kind.
Every kind of animal. Every kind of emotion. Every kind of person - being kind in every possible way.
Set to Aretha Franklin’s RESPECT, we launched with a 60 second TV spot. An anthem for animals everywhere, all demanding one thing from us: A little kindness and respect.
This film caused the RSPCA to become a national talking point, flipping the conversation from being just 12% about animals other than cats and dogs, to 82%. After seeing the film, people commit to taking at least 2 additional acts of kindness towards animals, demonstrated by the 20,000 new financial supporters the RSPCA welcomed in the two months post launch.
Insights & Strategy
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.
Our objectives were to radically change people’s relationships with ALL animals and motivate them to take action with the RSPCA.
To do this we needed to shake people out of their selective empathy. Cats and dogs are perceived as emotionally complex individuals with personalities, whereas the likes of farmed animals are simply food on legs, not given a second thought.
And yet all animals can have a rich, full emotional life when we let them. Cows have best friends, chickens are curious, rabbits are sociable, birds mourn their dead, while rats can feel both joy and pain.
We needed to get people to see all animals in the way the RSPCA do, as emotional beings that can feel it all.
But people have so many emotional barriers to helping, whether it be denial, guilt or feeling ill-equipped. If people were to act differently, we’d need to find positive, inspiring ways to make everyone see that it’s also their responsibility to be a little kinder and respectful.
You don’t have to be a vegan to help animals, you could eat a little less meat, use your time to volunteer or research before you get a pet. You don’t even have to like contact with animals to want to benefit them, there’s donating, educating your kids, or leaving food out for a hedgehog.
Because if the lives of millions of animals are going to change, the way we think about them and act towards them needs to change too.
Our objectives were to radically change people’s relationships with ALL animals and motivate them to take action with the RSPCA.
To do this we needed to shake people out of their selective empathy. Cats and dogs are perceived as emotionally complex individuals with personalities, whereas the likes of farmed animals are simply food on legs, not given a second thought.
And yet all animals can have a rich, full emotional life when we let them. Cows have best friends, chickens are curious, rabbits are sociable, birds mourn their dead, while rats can feel both joy and pain.
We needed to get people to see all animals in the way the RSPCA do, as emotional beings that can feel it all.
But people have so many emotional barriers to helping, whether it be denial, guilt or feeling ill-equipped. If people were to act differently, we’d need to find positive, inspiring ways to make everyone see that it’s also their responsibility to be a little kinder and respectful.
You don’t have to be a vegan to help animals, you could eat a little less meat, use your time to volunteer or research before you get a pet. You don’t even have to like contact with animals to want to benefit them, there’s donating, educating your kids, or leaving food out for a hedgehog.
Because if the lives of millions of animals are going to change, the way we think about them and act towards them needs to change too.
Execution
We launched For Every Kind with a 60s TV spot. The film is an anthem for animals everywhere, a chorus of voices from across the animal kingdom all demanding one thing from us: A little respect and kindness.
It features a whole cast of animals singing, dancing, clucking and mooing Aretha Franklin’s classic hit RESPECT while simultaneously showcasing the many ways that animals are disrespected, their personalities and emotions suppressed.
The film's score is a bespoke adaptation of ‘RESPECT’. Originally known as a feminist anthem, our version repurposes the lyrics and re-works the composition to create an anthem for animals, asking for everyone to show them kindness. The voices were shaped with real animal sounds to create new harmonies.
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.
Mid-way through, 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.
The cast is made up of animals both real and fictitious, a mixed media medley of live action, animation and everything in between, reflecting not just the breadth of animals we come into contact with every day, but the depth of their personalities and richness of their character.
Not only was the tone drastically different to anything the RSPCA had put out before, but the use of animation paired with dark humour meant we could reach those in denial.
It features a whole cast of animals singing, dancing, clucking and mooing Aretha Franklin’s classic hit RESPECT while simultaneously showcasing the many ways that animals are disrespected, their personalities and emotions suppressed.
The film's score is a bespoke adaptation of ‘RESPECT’. Originally known as a feminist anthem, our version repurposes the lyrics and re-works the composition to create an anthem for animals, asking for everyone to show them kindness. The voices were shaped with real animal sounds to create new harmonies.
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.
Mid-way through, 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.
The cast is made up of animals both real and fictitious, a mixed media medley of live action, animation and everything in between, reflecting not just the breadth of animals we come into contact with every day, but the depth of their personalities and richness of their character.
Not only was the tone drastically different to anything the RSPCA had put out before, but the use of animation paired with dark humour meant we could reach those in denial.
Results
On launch day, the RSPCA had 80% share of voice. Day 5, the film was already watched 632 million times and the new direction was featured on Sky News and Good Morning Britain. This year, it will reach 79% of all adults over 18 times.
Animal welfare is finally making 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 kinder to every animal: References to all animals deserving respect and kindness are at their highest, volumes of references to showing kindness to all animals tripled and volumes of conversations about rethinking relationships with animals multiplied by 14x.
And after seeing it, people commit to taking at least 2 additional acts of kindness towards animals (National representative survey, 1000 people).
Animal welfare is finally making 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 kinder to every animal: References to all animals deserving respect and kindness are at their highest, volumes of references to showing kindness to all animals tripled and volumes of conversations about rethinking relationships with animals multiplied by 14x.
And after seeing it, people commit to taking at least 2 additional acts of kindness towards animals (National representative survey, 1000 people).
2025 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
AMV BBDO / London
Media Agency
JAA / London
Production Company
Somesuch / London
Music / Sound Production Company
Soundtree / London
Post Production Company
Untold Studios / London
TenThree / London
Art Director
Mike Kennedy
Chief Creative Officer
Nadja Lossgott
Nicholas Hulley
Copywriter
Sophie Beard
Creative Director
Jack Smedley
Tom Raynor
Director
Raine Allen-Miller
Editor
Dan Sherwood
Producer
Edwina Dennison
Elly Camisa
Sound Designer
Jack Patterson
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