Advocates for Animals underwent a full rebranding exercise in 2010, culminating in a relaunch as OneKind in October. They are an animal protection charity re-connecting people and animals to create a better world for all.

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Client brief and objectives

To deliver this change they developed five distinct programmes of activity which take in Lifelong Learning, Advancing Knowledge, Policy & Legislation, Movement Building and Lifestyles & Behaviours.

Our approach

By working together with their senior team we were able to outline a full digital marketing strategy over the course of the year to coordinated activity at key milestones in the campaign. We also undertook a process of audience analysis to determine the appropriate channels and approaches.

The results was a series of fun digital projects to aid fund raising, awareness building and increase membership, subscriptions and participation online with existing members. The first of which was a flash-based email application we called "Animail", that allows users to send each other bespoke animated messages from a gallery of Scottish woodland characters.

By using social media as the driver we were able to connected the app to all their current activity on Twitter and Facebook to cultivate the viral effect and also increase traffic to the main website.


Within the first day of launch over 600 Animails were sent, with a buzz quickly generating on Twitter. The total now stands at 1116 and continues to rise. Donations and membership has also increased and continues to show steady progress.


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