The charity, which rehom-ed 70,000 animals last year, wants to encourage people who are thinking of getting a pet to consider adopting a rescue centre animal.
It will also reinforce the message that it receives no government funding, relying on donations from the public.
'We are focused on local fundraising events and will be targeting regional press, promoting the responsible pet ownership message (locally),' said RSPCA press officer Rebecca Ralph. National and pet trade titles will also be targeted.
Endorsement from singer Louise Redknapp will be used to highlight the plight of thousands of animals that struggle to find new homes.