Adults with children, wishing to adopt a cat. 

Using the AIDA concept, draft a structure for the message of the video.
Attention: The audience may be interested in the campaign because they want companionship, a pet for their children or a companion for an existing pet. Their attention therefore could be captured by presenting scenes of families and children playing with cats or relaxing at home with their cat as a family, or of families visiting shelters. These scenes may be scenarios that the viewer has either recently experienced or wishes to experience. 

Interest: If the audience is looking to adopt a cat, their interests will therefore be simple, easy to follow tips on how to adopt as they may not have prior pet experience. 

Desire: Families wishing to adopt a cat may be facing issues of uncertainty such as not knowing how to approach the process, not knowing where to find humane breeders, what to expect and what questions to ask. Therefore, attention should be focused on showing images of inhumane breeding conditions compared with humane breeding conditions, how to conduct research on breeders and what questions to ask. This will also help to establish RSPCA as a credible, reliable information source and hopefully drive people to adopt from a shelter. The end of the video should convey warmth, happiness and content through images of happy kittens and cats with families. 

Action:The CTA would be to visit their local RSPCA shelter, or visit the RSPCA website (with a link to the cat adoption page). This campaign would be a great tool to alleviate some of the pressure on shelters, as shelters can at times be particularly overwhelmed with cats needing homes. 

No sound recordist will be required, as music will be used over the top of shots and hence sound will be the responsibility of the editor. 

RSPCA relies on donations and volunteers, hence they do not have a large budget. Considering this along with the brochure’s purpose to educate and guide the audience about adopting a cat, a microsite would be appropriate to facilitate this via a visually pleasing awareness campaign. 

The microsite will be a timeline that follows a family’s journey of adopting a cat. The step by step guide of the brochure will drive the story as the family will go through each step until they find the right cat. Each step will have either an animation or video to keep the viewer engaged and cause curiosity for them to keep scrolling to discover what happens next. This design will also allow information to be delivered in a small, gradual and digestible way. At the end, the call to action will be a link to the main RSPCA website adoption page, i.e. ‘see the other cats that the family met at the shelter!’. Under this, there will also be quick links to allow users to share the site directly to their own social media pages. 

The microsite will be one continuous page; all the user needs to do is scroll down the page to follow the story. This also eliminates any disturbance of the story caused by the delay of navigating through different screens through the use of ‘next’ buttons.