For more than a century, the RSPCA has been Tasmania´s premier animal welfare organisation, constantly promoting the rights of animals, the responsibilities of owners and lobbying for ongoing improvements to legislation which relates to all creatures great and small.
But we can only achieve our objectives through education and community engagement - and most effective way to do this is through regular and targetted campaigns.
Our campaigns generate a great deal of interest and community comment across the State. We also get a lot of enquiries as to how our campaigns are managed and run. How do we decide on a particular campaign? How do we undertake the campaign? What resources do we use? How do we put it all together? Well, we're glad you asked.
The following information is designed to give our members and the general public an insight into the way in which we devise these essential mechanisms which play such a vital role in our success.
When selecting campaign issues we are guided by several criteria and they fall into two separate, but often overlapping categories.
State campaigns - These are campaigns specifically devised and developed by RSPCA Tasmania for Tasmania. They are designed to highlight and promote discussion on specific animal welfare issues or practices which are unique to our State. They may be focussed on an annual event such as RSPCA's 'To Kill A Mutton Bird' and 'The Buck Stops Here' timed to run with the rodeo season, or they may address more general concepts such as pet desexing and the 'Born To Die' campaign which is on of the Society's perennial messages.
National campaigns - RSPCA Australia works with the big picture and its campaigns reflect this. It explores and examines issues which are of national significance such as live exports. It will then devise materials and strategies which are distributed to RSPCAs across Australia. Each State decides whether the campaign is appropriate to the communities it represents and then implements ways in which the campaign can be promoted in their areas.
Once the issue has been decided, the next essential step is research. Obviously when communicating information to the public, it must be relevant and most importantly accurate. For this reason, RSPCA Tasmania spends a great deal of time compiling information and facts which it then incorporates into the campaign documents. This information is gained by looking at scientific research and papers, examining available international research and talking with experts and relevant stakeholders where appropriate.
The Campaign Process
The information gathered through the research process forms the basis of our campaign documents and strategies.
To maximise the impact and ensure the dissemination of information to the widest possible audience, these strategies are diverse and carefully considered. They range from media releases, brochures and petitions to media advertising and editorials depending on the message.
RSPCA Tasmania is extremely fortunate in that we are given a great deal of support by media organisations that often run our campaign advertisements free of charge, as part of their Community Service schedule. Similarly, commercial production is often donated as well, and brochures are produced and printed in-house by our talented marketing department to further reduce costs.
Depending on the issue, material is distributed Statewide through shelters and supporting organisations or to a limited and specifically-targetted audience.
If you would like to find out more about RSPCA campaigns or would like to get involved and lend a hand, contact the RSPCA Tasmania Volunteer Co-Ordinator on 6332 8200.
Make a selection from the menu to view current or past campaigns. You can visit the national RSPCA website for details of these and other RSPCA camapigns.