RSPCA Queensland

Opportunity

RSPCA Queensland had expanded its charter from helping animals to ‘enlightening people and changing lives’. Our challenge was to increase human empathy for animals whilst avoiding the hard-hitting messaging that had alienated some people.

Solution

Empathy increases between those who share traits. After comparing the DNA of different species, we decided to let the facts speak for themselves. We’ve a lot more in common with our fellow animals than we think.