Creativity with Compassion: Inside HBSPCA’s Year-End Campaign

I’m Tiffany Brasgold, Content Specialist at 20Eight Digital.This December, I’m spotlighting a project that shows the heart of the Hamilton/Burlington SPCA (HBSPCA): their commitment to the animals who depend on them and the community of donors who make that work possible.

Working alongside HBSPCA, partners Louise Scanlan and Mark Dickie helped support the development of a heartfelt year-end video—one that reflects the compassion, care, and lifesaving impact at the core of their mission.

How did the project with the HBSPCA begin?

Louise: HBSPCA came to us with a powerful goal for their End of Year Drive 2025: to show the real impact of donor support on the animals in their care. An end-of-year moment felt like the right time to share that story and remind people how much their giving matters.

What was the main goal behind the campaign?

Mark: HBSPCA wanted people to understand the true cost of care—about $2,500 per animal—in a way that felt human and true to their mission. Their priority was ensuring the warmth, hope, and compassion of their work came through clearly.

What makes the storytelling so effective?

Louise: It centers entirely on the real-life impact of  HBSPCA donors. Having CEO John Gerrard guide the story made it feel authentic, grounded, and deeply connected to the animals and people they serve.

What do you hope people feel after watching it?

Mark: We hope viewers see the depth and breadth of HBSPCA’s work and recognize that every transformation happens because of donor support. It’s not just a fundraising moment, it’s an invitation to join a mission powered by compassion.

At 20Eight Digital, we were proud to help HBSPCA bring their vision to life through storytelling that is authentic, emotionally resonant, and designed to engage donors. This campaign reflects the type of work we love doing: creative with purpose, guided by insight, and focused on amplifying the impact of our client’s mission.