1. Social Marketing Conference:
Changing Behaviour Through
Communications
30 November 2011
www.charitycomms.org.uk
www.twitter.com/CharityComms
www.facebook.com/CharityComms
2. Thinking outside the box: Using charity budgets effectively
David Bowles, Director of Communications
3. We’ve changed the way we
campaign
• RSPCA campaigning since 1824
mainly on legislation eg AWA 2006
• Less opportunities to achieve
legislative change
• Recognised issues less about animal
welfare, more about people =
behaviour change
7. • 1 in 5 people who bought a
puppy within the last two
years no longer have their
dog. Number of healthy dogs and cats euthanased
by the RSPCA, 2005 - 2010
1800
1600
1400
Dogs
1200 Cats
1000
800
600
400
2005 2006 2007 2008 2009 2010
Year
11. GetPuppySmart.com case
study
Aim:
• To slow down the puppy buying
process by providing people with a
one-stop-shop for information about
getting a puppy, in a fun and light-
hearted way.