RSPCA hits different as charity joins Gen Z marketing trend

The RSPCA has become the latest charity to put the spotlight on its work as part of the 'Gen Z marketing script' social media craze that has taken the internet by storm.

The RSPCA opened the doors to its Hull & East Riding Branch centre - and the charity's Lead Wildlife Officer Geoff Edmond arrived armed with a whole new lexicon to give viewers a Gen Z-inspired flavour of the RSPCA's dedicated work for animals.

The RSPCA has joined a number of other charities, big corporations and public sector organisations who have peppered a marketing script with popular slang terms used by Gen Z employees - enlightening other colleagues about the meaning of some new words in the process!

The script was written by RSPCA Social Media Officer and Gen-Zer Maeg Morris.

The script was written by RSPCA Social Media Officer and Gen-Zer Maeg Morris.

In the video, available on the RSPCA’s Youtube, TikTok and Instagram feed, Geoff tells viewers that the RSPCA is “the GOAT” for animal welfare - before confirming that it’s “no cap” that the charity celebrated its 200-year anniversary earlier this year.

The Hull-based RSPCA centre on Clough Road is one of more than 60 national and branch centres across England and Wales helping animals - and Geoff boasts the “huge flex” that, combined, these centres rehomed an incredible 28,483 pets last year.

The centre is currently trying to find new homes for 15 cats and dogs, while looking after many more - and Geoff also gave viewers a peek at the “very mindful, very demure” facilities at the centre, with all rescue pets in the care of the charity enjoying "dapper cribs" as part of their rehabilitation and rehoming journey.

Summer is often the busiest time for RSPCA staff - and the charity’s tireless work has been as important as ever in recent months. Since the beginning of July, RSPCA officers have dealt with a whopping 63,240 incidents - and Geoff highlights how the charity’s work over the season helps everyone enjoy a “#BratSummer”.

Geoff squeezed no fewer than 14 Gen Z terms into the 51-second video, and says making it was “great fun” but hopes it will also share an “important message”.

He said: “It’s always amazing to spend time with our dedicated branches - and the work done at Hull & East Riding is so inspiring.

“This video was great fun. I certainly learned plenty of new words recording it - and met some amazing rescue pets!

“But there’s an important message here, too - because as the RSPCA celebrates its 200th birthday, many of our centres are full to bursting with animals looking for new homes, and our officers remain so busy on the frontline.

“That’s why we’re recruiting a million-strong movement for animals to help create a better world for every kind - and we hope many of those viewing this video will join us; and help us to make a positive difference to the welfare of all animals."

Eight-year-old domestic shorthair cat Benjamin is another star of the video - and is filmed eating a treat while leaving "no crumbs". 

The social media sensation arrived at the centre as a stray, and rescuers have little information about his past - but Benjamin loves spending time with RSPCA staff and volunteers, and is particularly keen on fuss and being shown affection!

Benjamin may be able to live with another cat or friendly dog, and could live with older children too - and staff at the centre hope potential adopters will “understand the assignment” and consider giving Benjamin a new forever home.

Other animals that featured in the video include 11-year-old terrier Cole and four-year-old labrador retriever Poppy; plus two young cats Ale and Stout, who are looking to be rehomed together. All the animal stars in the video are currently looking for loving new homes.

Grace Grant, Marketing Officer at the RSPCA Hull and East Riding Branch, added: "It was brilliant to welcome Geoff to our centre and to showcase the amazing work our branch does for animals as part of this growing social media trend!

“Benjamin, Cole, Poppy, Ale and Stout were all perfect co-stars for Geoff - and we hope they’re new found fame is rewarded by being snapped up by loving new adopters - who we hope are watching, and understand the assignment!”

More information about our work for rescue pets and other animals can be found here.