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Celebrating its 200th anniversary this year, the world’s oldest animal charity, revealed the new brand alongside a new For Every Kind campaign.
As part of this, the charity hopes to inspire the public to carry out one million acts of kindness to help animals, which can include learning how to help sick and injured animals, volunteering, speaking up for animals, fundraising, or making small changes like doing a litter pick, buying higher welfare food or making gardens or community wildlife friendly.
The changes for the RSPCA come as it celebrates 200 years of changing animals' lives and the charity says the challenges facing animals are ‘bigger than ever’.
RSPCA Chief Executive Chris Sherwood said: “This year marks our 200th anniversary - that means 200 years of changing laws, attitudes and behaviours towards animals. But animals are now facing some of the biggest threats in our history, from climate change to intensive farming, from the cost of living to the effects of the pandemic. Unless we act urgently, we risk animals’ lives getting worse, not better.
“Our brand hasn't been updated since the 1970s and it has been holding us back in becoming the modern, forward-facing RSPCA we want to be. We need people to reappraise us and rethink our place in the world if we are going to face up to the huge challenges facing animals.
“Our bolder, brighter, welcoming brand aims to inspire everyone, whoever they are, to get involved so that together we can help animals now and for many years to come.”
The For Every Kind campaign is launching with a new advert which sees singing animals performing Aretha Franklin’s iconic hit to demand Respect.
The advert features the voices of some of its celebrity ambassadors, such as RSPCA President wildlife TV Presenter and Conservationist Chris Packham, actor Brian Blessed, and champion ballroom dancer and tv judge Shirley Ballas showcases a wide range of animals in cruel and challenging situations, from battery chickens to abandoned kittens, from lobsters about to be served at a restaurant to dogs left in hot cars, before the tone changes and the viewer sees animals thriving in their natural habitats or receiving loving care.
Chris continued: “All animals deserve our kindness and respect and the first step to changing the way we treat animals is changing how we see and feel about them. Which is why we are launching our For Every Kind campaign to mark our 200th year. A world that is better for animals, is better for us all.”
This year, the RSPCA hopes to inspire one million acts of kindness for animals to celebrate its 200th anniversary. To find out your kind of kindness and turn it into action for animals visit: rspca.org.uk/everykind