The 90-second spot, which is being screened on 15 digital and satellite channels, including MTV and Paramount, and three terrestrial channels -- ITV Meridian, ITV Central and Five -- is part of a push by the charity to raise 拢1m this year.
The campaign has been created by direct response specialist Bright with media handled by MC&C and features three real-life situations the charity deals with acoompanied by a phone number for viewers to call to make a donation.
One features an RSPCA inspector during a typical working day, another looks at the workings of one of its veterinary clinics and the final one follows the story of an animal that arrives at one of its animal shelters.
Keira McMinn, an account director at Bright, said: "The commercial appeals directly to each viewers sense of right and wrong by showing some of the awful ways in which the nation's animals are treated and we hope that viewers will be moved to help the RSPCA by making a donation."
The DRTV campaign is supported by a microsite, also designed by Bright.
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