The RSPCA’s new Christmas advert has hit television and digital screens this week as the charity looks to raise vital funds to help more animals who are suffering due to the cost of living crisis.
The advert forms a key part of the charity’s Join The Christmas Rescue – which launches at a time when the RSPCA expects to be busier than ever due to the financial hardships faced by many. The charity believes these financial pressures are leading to an increase in pet abandonment and neglect reports.
The charity expects the crisis will worsen this winter as more people tend to struggle with spiralling costs around Christmas time and they are braced for an increase in reports to their emergency line.
The advert tells the real life story of two emaciated puppies named Jack and Poppy who were left abandoned in a filthy flat in Merseyside when their owners moved out and left them behind with no food and water.
The two Staffordshire bull terrier-type puppies were lying on a filthy mattress and were hours away from death. But a neighbour reported their suspicions that the dogs had been abandoned and the RSPCA were sent to investigate.
RSPCA Inspector Anthony Joynes, who features in the film, went to help with the rescue and told how on entering the flat what he saw was “one of the saddest’ sights of my career”.
He said: “The puppies were so weak and terrified they had almost given up on life – it was really lucky we were alerted to their plight when we were because I don’t think they would have survived much longer.”
Both puppies underwent emergency veterinary treatment and it was touch and go whether they would survive. But, against the odds, they pulled through and have since been rehomed with loving families in time for Christmas.
Last year, more than 700 incidents were reported to the charity on Christmas Day alone and frontline officers, vet teams and branch staff continue work every day of the year to rescue and rehabilitate animals in need.
Anthony added: “Sadly now, during the winter months, we see more people financially struggling which leads to more reports like this.
“But we can make a difference, and with the public’s help if they Join The Christmas Rescue they can support our rescuers,veterinary teams, branches and centre staff who work tirelessly to give animals the urgent treatment and love that will save their lives.
“Please help us this winter and together we will bring joy and safety to animals who need it the most.
“For thousands of terrified and injured animals, we’ll turn the worst suffering into the best Christmas yet – because it will be the one where their lives change forever, and the start of many happier Christmases to come.”
When will the advert air?
From this week the film started to appear to audiences via Channel 4 On Demand, YouTube and, NextDoor. As well as Connected TV platforms including Paramount, Rakuten and Amazon Prime.
The film will air on these digital and TV platforms up until 24 December.
The advert will also appear on the RSPCA’s social media channels from today (Friday) – and supporters are being urged to share the video to encourage as many people as possible to Join The Christmas Rescue.
For 200 years, changing animals’ lives for the better has been the beating heart of the RSPCA. The charity is the only organisation that rescues animals from the most extreme cases of suffering. However, our work can only continue with the support of the public as Government funding covers less than 0.1% of costs each year.
Supporters can Join The Christmas Rescue online and – by donating – help the RSPCA be there for animals who have been the victim of neglect and abandonment.
