Hens, sheep, cattle, pigs, politicians and puppies
RSPCA Australia approached Precedent after the success of the RSPCA Political Animal campaign in the UK (also designed and built by Precedent). This campaign site was used during the 2010 Australian general election to help build political momentum behind RSPCA’s key causes to secure animal welfare advocates for the future. The ultimate objective was and is to work towards stronger legislation regarding animal welfare in Australia.
We worked closely with the RSPCA to define and implement a digital strategy to pull together the federated structure and the many products and services and establish a future direction for the organisation. The RSPCA is a large and complex organisation meaning any strategic change for their online presence required extensive engagement with key stakeholders all over the country.
We carried out a project to assess what each association was trying to achieve through their website to understand to what extent they were achieving their business objectives. In tandem to that, we also delivered several tactical campaigns, including the Political Animal website, Hens Deserve better campaign site and Smart Puppies Buyers Guide website. A cornerstone of the digital strategy has been in us implementing a new national website for the RSPCA.