As part of JKR’s recent rebranding of the Royal Society for the Prevention of Cruelty to Animals (RSPCA), my fellow interns and I were asked to produce fresh activation ideas and experiences to inspire a new generation to join the movement for animal welfare, which we presented to the RSPCA.
Note: This page presents only my designs, some of which I produced at the time and others updated since. All core assets were produced by JKR unless stated otherwise.
EARLY STAGES
Research and insights
Through interviews with staff at the RSPCA and other charity shops, we found that younger customers (such as Gen Z):
1. Prefer convenient, accessible ways to 'make a difference', e.g. online shopping
2. Are passionate about environmental impact and the circular economy
3. Seek transactional relationships with charities through purchasing goods over direct cash donations
I. RSPCA x VINTED
Digitised charity shopping at the RSPCA is the [insert corny pun] purr-fect and easy way to get new generations to support the animal welfare movement, simply by buying or selling goods on an established and user-friendly platform like Vinted which currently attracts over 18 million British users.
Fostering an emotional connection between humans and animals by saying ‘thanks’ for monetary contributions, and spreading the word on how to do the same.
II. RSPCA ON CAMPUS
University students tie their identities closely to their university experiences and presence on campus, so why not leverage this by entering the spaces where they live and study?
RSPCA on Campus is a set of pop-up experiences where students can make transactional donations through purchases, immerse themselves in animal welfare education, and get involved in a growing community.
RSPCA on Campus is a set of pop-up experiences where students can make transactional donations through purchases, immerse themselves in animal welfare education, and get involved in a growing community.
Entering the space
Students can buy second-hand and baked goods, knowing that their money is making a real difference. Specific storefront and in-store elements are kept simple to make it easier to move between campuses.
Education
Posters on campus help to promote opportunities to get involved through signing petitions, volunteering or donating, as well as bring awareness to specific issues such as banning fur importing.
Addressing universities by name creates a more personalised relationship between students and the RSPCA.
Donating used goods
Opportunities to donate clothes and other items are within walking distance with donation bins on campus sites, helping students join the animal welfare movement in non-monetary ways.
III. BRAND COLLABORATIONS
During the ideation phase, we felt certain brands would be ideal collaborators with the RSPCA, such as through limited edition items. These can be sold via the RSPCA tab on Vinted and On Campus pop-up shops.
RSPCA x Crocs
Crocs is all about self-expression, so limited edition RSPCA Jibbitz are a fun way for consumers to customise and publicly display their support for animal welfare.
RSPCA x Chilly's / Baggu
Brands like Chilly’s and Baggu, whose missions are to reduce plastic waste through reusable bottles and bags, respectively, align strongly with new generations’ drive to reduce carbon footprint.
RSPCA x Fjällraven
Fjällraven is particularly outspoken about climate change - which negatively impacts animals - and uses their Arctic Fox initiative to help protect the environment, making them a great potential partner for the RSPCA.
