Kind Sparks

Client: RSPCA

Drawing on parallels from the ‘meat paradox’, Kindred coined the term the ‘Fireworks Paradox’ to inform its recent work for the RSPCA: the reality that people love animals, but they also love fireworks, even though they acknowledge they cause them harm and distress.

The firework-friendly campaign sought to overcome this cognitive dissonance by focusing on the impact on humans when animals are distressed, because research shows that the audience prides themselves on their neighbourly values. But instead of making people feel bad for their choices, the campaign positioned the charity as a community force for good and ignited record-breaking results.