‘Dying to end animal suffering'

World Animal Protection needed a new legacy proposition after five years of organisational change. We conducted audience research to understand what would motivate their supporters to leave a legacy, then developed and tested several creative routes to gauge response and acquire real leads.

Legacy marketing typically favours soft and gentle. The charity chose to go in the opposite direction: 'Dying to end animal suffering.' The proposition didn't tip toe around death or shy away from the urgency. Instead, it spoke to supporters who won't let mortality stop them fighting for animals, matching the uncompromising commitment they bring.

Dying to end animal suffering’ was a bold and direct campaign that emotionally activated audiences and set the charity apart from similar organisations. A representative from World Animal Protection said, “Catsnake really got to know our charity and our supporters. They listened and understood who we are, our challenges and our strengths. They then presented us with five fantastic concepts, all of which prompted action with supporters, proven during testing. We are excited to start using it and connecting with those for whom animal welfare is part of who they are and who won’t let death stop them fighting for a better world for animals.”