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We needed to raise enough money to care for the influx of animals that arrive over the Christmas period to RSPCA shelters across New South Wales. With so many charities asking for money, we had to make it an easy yes. But for a lot of people saying no was easier as they had stopped believing in the difference their donation could make. 

What if we could make it harder for people to say no by making them a key part of our story? We did this two ways.

First, we launched a campaign called the "Unfinished Story". We cut short an animal’s story at the exact point human intervention was needed in order for them to survive. The first half of the story was told on street posters, banner ads and direct mail. To read the rest of the story, people had to make a donation. Once they did, they discovered how an animal's life can dramatically change for the better. 

Secondly, we staged an activation forcing people to make a decision. We placed a garbage bin on a busy street and had the noise of a distressed cat playing from within. People walking past had to quickly decide: Do I stop and save the cat, or do I keep on walking? Luckily people did stop and when they did, they read Beau's story and were asked to donate. 

Our campaign raised just under $800,000 in 6 weeks. This meant that RSPCA NSW could look after an additional 3,000 dogs, desex 120 more cats and mend over 50 broken legs during the Christmas period. 

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