‘Dying to end animal suffering'

As a charity, World Animal Protection has changed a lot in the last five years and so needed a fresh legacy proposition that properly reflected their new organisational focus. We were delighted to help with this, and developed several potential proposition routes based on audience research. The chosen proposition is bold and direct, emotionally activating, and sets the charity apart from similar organisations.

To help with the implementation of the new proposition, we created a proposition toolkit, with guidance on how to adapt and use the proposition for different audience profiles, over multiple channels, and across supporter stewardship journeys.

World Animal Protection were looking for a legacy proposition informed by audience insight, that would feel true to the charity as they are now. Through qualitative research with both supporters and non-supporters of World Animal Protection, we uncovered some key themes and emotions that would motivate the target audience to leave a legacy. We developed several possible proposition routes which we took into quantitative testing, and using Facebook, we tested the audience’s response to the creative routes whilst acquiring real legacy leads for World Animal Protection. Whilst testing revealed all concepts resonated with supporters in different ways, World Animal Protection weren’t afraid to go bold, choosing ‘Dying to end animal suffering’ as their new proposition.