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Latest News > RSPCA

RSPCA appoint CMS for £1m fundraising campaign

The RSPCA is one of the UK’s most active charities and one of its most successful fundraisers. Its Sheffield rescue centre was under threat. It lay in the path of the city’s new inner ring road and therefore had to move. The problem was that alternative locations required a significant investment of over a million pounds.CMS was appointed after a five way pitch because of our strong creative work and substantial experience in the charity and fundraising sectors.

The resultant campaign was built around Monty, a cartoon dog drawn by the CMS studio but which had a real life counterpart for public appearances. The name was chosen for its resonance with the city. A special Monty logo was developed and a series of creative executions worked up including leaflets, brochures, stickers, building wraps and a PR campaign. At the time of writing, Monty’s Magic Million Appeal is well on target to deliver a million pounds of fund raising in South Yorkshire and a delighted RSPCA are to brief the agency on a similar high profile project in the North West.

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