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How it works

1. We created a multimedia initiative that uses the power of storytelling and the internet to broadcast to a wider audience.

2. Each week a short video is uploaded to youtube which will be showcased on the Short Tails microsite. These videos get pushed to viewers via EDM, Facebook and Twitter updates as well as the RSPCA NSW website.

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Socialising the campaign

1. The weekly videos from the RSPCA NSW are based on topics. Users engage with the content and topic of each video, share it with their community and social group as well as share their own related user generated content (their own Short Tails), establishing two way dialogue.

2. We leverage the two way content to drive further micro level engagement beyond the campaign to keep it alive for longer and engage on a deeper level with community members who engage with the Short Tails campaign.