Brief Description: Live animal transport was the issue for this campaign, 1990-1995. Hoped to influence the Minster of Agriculture and to make sure it was heard in the passing of European legislation on the topic. Raising awareness and generating political pressure were the key aims. Used mid-market and broadsheets. Study shows how campaign created awareness of both the issues and the RSPCA's involvement and the resulting actions ;---(TAGS)--- Full Title: Listen to the animals : how the RSPCA used advertising to influence the British Minister of Agriculture and thus ensure its voice was heard in the passing of European legislation on live animal transport ; Number: 1996/119 ; Brand Name: RSPCA ; Client: Rspca ; IPA_ProductCoding: Charities (All Charities) ; Agency: Abbott Mead Vickers.BBDO ; Author: Magnus Willis, Sarah King ;