RSPCA WA Unveils First Brand Campaign in 40 Years, 'This is Love'

In a significant departure from its previous branding efforts, the Royal Society for the Prevention of Cruelty to Animals Western Australia (RSPCA WA) has launched its first brand campaign in four decades, entitled 'This is Love.' This initiative, created by KWP+Partners, challenges the conventional, sentimental narratives often associated with animal welfare, focusing instead on the gritty, unglamorous realities of animal rescue and care. The campaign debuted in July 2025, marking a pivotal moment for an organization that last made waves with its 1988 'Animal Walk' campaign.

The campaign aims to redefine public perceptions of love in the context of animal welfare. Bryan Dennis, Executive Creative Director at KWP+Partners, emphasized the need to convey that love is not always soft and pretty. He stated, "This campaign is about expanding people’s idea of what love really looks like. Sometimes love looks like rolling up your sleeves and doing the hard things no one else will. That’s what RSPCA WA does every day."

According to Louise Rowe, PR Executive at RSPCA WA, the campaign sheds light on the often unseen efforts involved in animal welfare. She noted, "We’ve been wanting to share this version of our work for a long time. The raw, behind-the-scenes reality of what it truly means to love and care for animals in need. KWP+Partners understood that straight away, and they’ve helped us tell it with heart, honesty, and real emotional power."

The campaign's visual narrative is designed to resonate with audiences by showcasing the hard work and dedication of RSPCA WA's staff and volunteers. It features authentic, behind-the-scenes footage of animal care, emphasizing the organization's commitment to animal welfare beyond the traditional, heartwarming imagery.

Historically, RSPCA WA has been a leader in animal rescue since its establishment, advocating for animal rights and welfare throughout Western Australia. Over the years, its approach has evolved, reflecting changes in societal attitudes towards animal care and welfare. The 1988 'Animal Walk' campaign was instrumental in raising awareness and funds for the organization, setting a high standard for its future initiatives.

This new campaign comes at a time when animal welfare issues are gaining increased attention. According to a 2023 report by the World Animal Protection organization, public interest in animal rights has surged, with 70% of Australians supporting stricter animal welfare laws (World Animal Protection, 2023).

Experts in the field of animal welfare have noted the importance of transparent communication in fostering public support. Dr. Sarah Thompson, a Professor of Animal Ethics at the University of Sydney, remarked, "This campaign is crucial as it breaks the stereotype of animal welfare being solely about cuteness and highlights the hard truths that are often overlooked."

The reception to 'This is Love' has been positive, with early feedback indicating that the campaign effectively engages viewers on a deeper emotional level. As the campaign rolls out nationally, RSPCA WA hopes to not only raise awareness of its mission but also encourage more individuals to get involved in animal welfare efforts.

In conclusion, RSPCA WA's 'This is Love' campaign represents a bold step forward in reframing the conversation around animal welfare. By showcasing the realities of care and rescue, the organization aims to cultivate a more informed and compassionate public, fostering greater involvement in animal protection initiatives in the years to come.