RSPCA Victoria, Australia, used a printed tea towel over the summer to remind people about the effects of the Australian drought on animals. “The animals on this tea towel will see more water than many Victorian animals this summer. Please give to RSPCA Victoria.” “Tea towel” is the term applied to a cotton cloth used for drying dishes. Victoria is the state of Victoria in Australia which has been suffering severe drought.
The RSPCA Victoria web site informs readers that drought and bushfires seriously threaten the lives of Australia’s native animals and livestock. A severe lack of water for drinking and for crops puts animals at risk from dehydration and malnutrition. Bushfires are not only destroying animal food supplies, but also robbing native animals of their homes. These destitute animals are then driven into cities and towns, where thousands fall prey to cars and household pets.
Last summer, the RSPCA Inspectorate witnessed a 27.3% increase in cruelty complaints, with complaints relating to livestock rising by over 75%.
The Tea Towel ad was developed at M&C Saatchi, Melbourne, Australia, by creative director Steve Crawford and creatives Murray Bransgrove, Sandra Galiazzo, Doogie Chapman.