The Stories Behind The Scars - Documentary Series

The RSPCA had a problem.
As they approached their 150 year anniversary in Australia they couldn't help but feel a growing disconnect with the public.

People in the street and comments sections were increasingly accusing the charity of being a big, heartless, power-abusing corporation. One that unfairly takes people's pets away under the impunity badge of animal rights.

And so I rode along with RSPCA staff to see for myself.
What I witnessed was a collection of exceptionally honest and passionate individuals, pursuing vital jobs at the cost of great personal sacrifice, yet they couldn't imagine doing anything else. 

The disconnect became clear.
It's hard to build an emotional connection with the mission of a big, faceless organisation. But the incredible individual stories within in, those of determination, struggle and sacrifice. Those we are hardwired to understand, connect and empathise with.

And so 'The Stories Behind The Scars', a three-part documentary series was born. A collection of the deepest and most inspiring stories from staff right across the RSPCA. Recounting their never-before heard stories that came to define them as individuals, and represent what the RSPCA truly stand for.

Role: Lead Creative
Remit: Creative Agency
Agency: Hopeful Monsters

Responsibilities: 
Concept & Creative Direction
Director
Editor