RSPCA rebrands business awards

The RSPCA is changing the name of its ethical Alternative Awards to the Good Business Awards.

The organisation felt the old name was ‘too vague’ and wanted to spell out the awards’ aim of rewarding animal welfare in business.

Retained agency Seventy Seven PR is targeting trade and consumer media to tap into interest in ethical consumerism, said Seventy Seven MD Guy Corbet.

The charity’s in-house team is also targeting previous entrants with a direct marketing campaign.

Seventy Seven sister agency FH Design has devised a new logo after the RSPCA decided the previous mark gave the impression that the awards only applied to retail businesses.

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