Analysing Cross Media Campaigns - RSPCA 'Voices'

RSPCA 'VOICES' TV CAMPAIGN

                                                                  RSPCA - 'Voices'

RSPCA VOICES WEBSITE

This campaign is run by the RSPCA - a charity which aims to help animals. The campaign is about helping mistreated animals, and to give them a voice, even if they can't ask for help themselves. This campaign is a charity advert, as the RSPCA is a charity - and we can tell this because on the website there is a box to donate in order to help the animals. This campaign is emotive and the aim is to make you feel sorry for the animals featured, which will encourage you to donate money and help the charity. I think the specific target audience for this campaign is from around 30-50 year olds, possibly older as people of this age will have more money to donate than for example, teenagers.
We can tell the specific target audience from the font, harsh and quite depressing tones to the campaign - this is not aimed at young children - as they can't donate money anyway, and probably don't own their own cat/dog.
Rhetorical questions are used consistently throughout the campaigns - "WILL YOU ANSWER THEIR CRIES FOR HELP?" -  this directly addresses the audience to make them feel that they personally should help these animals - and they're more likely to donate. The animals are all looking into the camera and this draws the audience in.
The products are all linked by the animals used, font style and depressing themes to the campaigns, they are all obviously for the same cause, and by the same company.
I think this campaign is really effective, as someone that loves animals - I would feel inclined to help them.
The video campaign would probably be shown around 8/9/1 pm - times where the audience would be predominantly adult - the target audience. The poster campaigns may appear in magazines like  Closer, Take A Break etc.
This campaign is still running.