Case Study: For Charlie

Duration: September 2024 – October 2024

In partnership with Eden Green PR (https://edengreenpr.com/)

Website: https://www.forcharlie.love/


Case Study:

Hired to support a campaign petitioning the RSPCA to remove or reassess their 'farming assured' scheme, which was found to promote animal cruelty.


Background:

The campaign centred on a rescued pig, Charlie, and launched an open letter backed by research and video storytelling to spark national debate about farming standards and animal rights.


PR Strategy & Execution:

Produced research-backed messaging highlighting cruelty under the assurance scheme.

Created campaign video content for emotional and viral impact.

Secured celebrity support and endorsements for added visibility.


Campaign Objectives:

Raise Awareness – Expose the flaws in the RSPCA Assured scheme.

Change Public Perception – Encourage ethical eating and vegan lifestyles.

Publicise Research – Share data and findings about the scheme’s impact.

Celebrity Endorsements – Secure influential signatures for the open letter.


Results:

Over 20 pieces of media coverage including BBC, LBC, The Independent, The Times, and NME.

Celebrity supporters included Joanna Lumley, Ricky Gervais, Bryan Adams, Moby, and Evanna Lynch.

Public pressure contributed to key RSPCA resignations and national conversation.


Coverage Examples:

- The Independent (https://www.independent.co.uk/news/uk/home-news/ricky-gervais-moby-joanna-lumley-rspca-assured-letter-b2619028.html)

- The Telegraph (https://www.telegraph.co.uk/news/2024/09/27/brian-may-quits-rspca-wake-cow-abuse-marks-spencer-farm/)

- Plant Based News (https://plantbasednews.org/animals/celebrities-vets-rspca-farm-assurance/)

- The Grocer (https://www.thegrocer.co.uk/comment-and-opinion/does-welfare-washing-rspca-assured-scheme-need-a-rethink/696420.article)

- ITV News (https://www.itv.com/news/2024-12-21/packham-and-lucas-quit-rspca-roles-after-animal-cruelty-claims)