Few Australian non profit organisations can buy full page newspaper advertisements to fuel their campaigns. Usually, such big purchases are used to generate funds – fair enough too.
That’s why we smiled over our breakfasts at RSPCA Victoria’s splurge on this spot in Melbourne’s Saturday’s Age. It’s all to drive an advocacy campaign which is great. However…
What’s wrong with this picture? Besides a noble beast falling to its death to enable humans a chance to gamble, that is.
Look closely at the copy: it includes email addresses for Victorian Premier Baillieu and the Racing Minister, asking readers to directly send an email. Supporters are directed to send their email via the RSPCA website. So how will RSPCA measure the response? More importantly how will the RSPCA capture the email addresses of sympathetic people for future installments of this campaign? They can’t. If you were running a campaign would you like an extra 15,000 supportive email addresses? Oh dear.
No wonder Squiggle threw down his smoked salmon bagel in frustration.
RSPCA Victoria decided to spend its money and political capital to directly challenge a new government and a powerful lobby – bravo. Opportunities like this don’t come round often – it’s a shame not to make the most of them.