This direct response TV ad broke the mould. Until it screened, charity DRTV ads had been telling stories using actors, celebrity voice overs, high production values and emotional music. When I created this I knew I wanted something different. The proposition was urgent and RSPCA's heritage as the nation's animal rescue service lent itself to a direct 'public announcement' feel.

​

This was an emergency, with RSPCA inspectors' workload increasing dramatically, so I used their Chief of Inspectorate to front the ad, speaking direct to camera. No animal actors were used in the ad, no music – and basic production values.

​

I felt that a prompted amount such as £15 or £3 a month just didn't fit with the emergency approach, so the ask was just "whatever you can give will help". This allowed the telemarketing agency to be specific – and the average donation was £10 a month. This ad was still being used ten years after it was made – not bad for an 'emergency' ad.