RSPCA NSW introduces inclusive rescue breed ‘Rescuoodles’ in new campaign via M&C Saatchi
In a bid to keep up with the rise of the most popular ‘oodle’ breeds, RSPCA NSW is today introducing a very unique and special breed, the ‘Rescuoodle’ in a new campaign via M&C Saatchi Group.
The Rescuoodles initiative is aimed at giving rescue pets an all-inclusive, celebratory identity built around the unwavering belief that rescue animals are in a breed of their own.
With a decrease in adoption interest leading to a 30% decline in adoptions across all RSPCA NSW shelters, and adult dogs in particular waiting five times longer than they were two years ago to find their forever home, the launch of Rescuoodles hopes to raise the profile of rescue animals.
With hundreds of Rescuoodles ready for adoption at RSPCA NSW, and many more across the state in shelters and pounds, the aim of the campaign is to drive more adoptions in NSW, encouraging people to open their hearts and homes to the new breed.
The Rescuoodles campaign launches today, spearheaded by a TikTok campaign featuring Dr Lisa Chimes and a few furry friends. Rescuoodles ambassador Dr Chimes is known to the nation, thanks to her role in popular TV shows Bondi Vet and Dr Lisa to the Rescue, Lisa is a practicing Australian veterinarian who works in the emergency and critical care department at the Small Animal Specialist Hospital.
As leaders in animal welfare for over 150 years, RSPCA NSW embraces love for all living creatures, great and small. Whether they purr and meow, or squeak or bark, one special thing sets Rescuoodles apart from other breeds: an irreplaceable personality that prospective adopters will cherish.
Says Kristy Blake, general manager of animal operations and fundraising, RSPCA NSW: “This campaign aims to destigmatise rescue animals, whilst officially declaring them as a breed of their own, regardless of their background or circumstances.
“Through shining a light on the unique qualities of these animals, we want to showcase their special status. By doing so, we hope that people will feel inspired to choose adoption and that instead of searching for the perfect breed, they will look for the perfect friend.
“As we move into the festive season, it can be an ideal time for people who are considering adopting. The reason being that during this time, people generally spend more time at home and can help their new Rescuoodle settle into the family.”
Says Sharon Edmondston, group creative director, M&C Saatchi: “When RSCPA NSW came to us looking for an adoption campaign, we realised pretty quickly our challenge wasn’t to build awareness, it was about creating desire. We needed to create new news for rescues, get people talking about them again, and ultimately get them back to where they belong – as the most desirable ‘breed’ on earth.”
The Rescuoodles campaign launched today, spearheaded by an engaging TikTok campaign featuring Dr Lisa Chimes and a few furry friends.
RSPCA NSW Rescuoodles x Dr Lisa Chimes Photography is available HERE.
Visit the RSPCA NSW website www.rspcansw.org.au/adopt/ to view all Rescuoodles available for adoption.
RSPCA (Client):
Senior Manager Communications: Rachel English
Public Affairs Manager: Billie Shacallis
Communications Assistant: Sophie Dever
Communications and Digital Media: James Arentz
M&C Saatchi (Creative):
CCO: Cam Blackley
Group Creative Director: Sharon Edmondston
Copywriter: Will Campion
Art Director: Jackson Elliott
Social Strategy Director: Clement Simon
Head of CX Strategy: Melinda Lofts
CX Strategist: Saskia Meagher
Head of Account Management: Charlie Elliott
Senior Account Manager: Dorian Lagarrigue
Public Relations (S&E)
Senior Account Director: Saynaree Oudomvilay
Account Director: Rebecca Patterson
Senior Account Manager: Sunny Manadavadi
Bohemia (Media):
General Manager: Sev Griffiths
Performance Director: Sam Dasari
Performance Executive: Rowena Pan
Resolution Design (RES):
Senior Producer: Mitchell Carr
Producer: Thea Wheatley
Motion Designers: Robert Peters
Junior Motion Designer: Max Dawson
Editors: Nick Lever & Max Dawson
Social media partner: TikTok via their ‘TikTok For Good Launchpad’ program
TikTok:
Daniel Klug: TikTok for Good Launchpad – Lead
Nicholas O’Donnell: Creative agency partner
Anthony Dever: Head of brand & creative consultancy
10 Comments
That defines the problem, not solves it
Irresponsible humans is whst defines it!
How is that? Surely raising the profile of all the happy rescuoodle owners helps shift the paranoia you’ll get a crazy dud dog and establishes that it is instead is a great adoption option. I’d say it solves it pretty damn well.
Rescue is the best breed .x
I meant that is why they’re rescues.
Sorry I worded it wrong
I’ve been in dog rescue for 10 years.
Heard all the sob stories
2% woukd be legitimately sad and unfortunate.
If the breeders are such reputable people who supposedly have the welfare of their former pups as a priority, why haven’t any of these dogs gone back to the breeder instead of the pound. Time to fine the breeder I think!
Execution is confusing. I don’t get the purpose of the TikTok campaign?
‘Rescuoodles’, in this case, is literally a definition for rescues. Imagine the convo:
‘oh so they’re an -oodle, not a rescue?’
‘no they’re still rescues, we just call them rescuoodles.’
‘Oh, ok we’ll just go with our original oodle choice.’
Sorry, it just doesn’t sound like it would work.
Why use “oodle”? Does this imply all the rescue dogs are part poodle?
Hasn’t the Poodle been embarrassed enough by becoming the Designer Dog
of the century?
RSPCA is corrupt and state government funded and supported
They are currently wasting taxpayers money and to fix all current issues simply means complying with the law instead of disregarding it
I can show judges claiming perjury is acceptable
Adopting from the RSPCA is aiding and abetting it’s misconduct