[JUDGING] National Society for Prevention of Cruelty to Animals
Section: Instagram NGO
Organisation Name: National Society for Prevention of Cruelty to Animals
Instagram Questions
Name Of Brandclient
nspca_dublin
Personpeople Who Leads This Account
Naoise Clarke Head of Digital and Social Content
Link To The Web Version Of Your Instagram Account
https://www.instagram.com/nspca_dublin/?hl=en
Do You Use Alt Text In Your Images And Caption Your Videos
We caption our video content, but we do not currently use alt text on images.
Outline Your Instastrategy - Why Is Instagram For You
Our Instagram strategy is centred on connecting people with the work of the NSPCA and inspiring action for animals. Following the merger of the DSPCA and ISPCA in October 2025, it has played an important role in introducing the NSPCA as Ireland’s largest animal welfare charity and showing who we are, what we do and the scale of our work.
Our content gives followers a behind-the-scenes look at what we do – from Inspectors responding to cruelty and welfare concerns, through rescue, veterinary treatment and rehabilitation, to animals finding loving new homes. Education is another key pillar, promoting responsible pet ownership, from neutering and preventative care to practical welfare advice, while raising awareness of wider issues such as commercial dog breeding and advocating for positive change.
As a charity, Instagram gives us a powerful, low-investment way to reach and engage large audiences. Crucially, we turn that reach into action – helping animals find homes and inspiring people to adopt, foster, volunteer, donate and advocate for animals.
How Can You Measure Impact To The Bizorg
The impact of our Instagram extends far beyond social metrics. It's a key tool in helping us reach and mobilise people across Ireland, raising awareness of animals needing homes, recruiting fosterers and volunteers, generating support for fundraising appeals and encouraging people to take action on animal welfare issues.
In 2025, 2,933 animals were rehomed across our centres and volunteers contributed more than 18,000 hours. While we cannot attribute these outcomes solely to Instagram, social media plays an important role in connecting our work with the people who make it possible. We have seen this particularly with some of our long-term residents, where emotional online appeals have helped animals who had struggled to attract interest finally find their forever homes.
As a charity, the exceptional organic reach and engagement we achieve is especially valuable, allowing us to reach huge audiences with relatively low investment. Ultimately, we use that reach to give animals a voice and inspire people to adopt, foster, volunteer, donate and advocate for better animal welfare.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/reel/DRJtSzQjBW7/?igsh=MXE0cXkyOXl5dnRqag==
Brooke’s transformation: At just nine weeks old, Brooke was found as a stray suffering from severe mange, painful sores and swelling so severe her eyes were sealed shut. This post follows her journey from rescue and veterinary treatment through foster care and recovery, to becoming the happy, healthy puppy she should always have been – and ultimately finding her forever home. Her story resonated hugely with our community, achieving 302,679 impressions, reaching 215,062 people and generating a 9.3% engagement rate, with 850 comments and 1,060 shares. It demonstrates the power of emotional storytelling to showcase the impact of our work and inspire people to engage with and support animal welfare.
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/p/DazgspwMDnW/?hl=en
https://www.instagram.com/reels/DY6yvZZMxn0/
Alba - turning engagement into a forever home: Alba came into our care after a difficult start in life. She was deaf, had to have a badly damaged eye removed and found shelter life incredibly stressful. She was painfully shy and afraid, and struggled to trust people. We knew there was a lovely dog underneath all that fear, but she needed the right person to give her a chance.
We shared an appeal for Alba which reached 41,780 people and was shared 741 times, helping us get her story in front of a much wider audience. Alba went on to find a wonderful home, and when we shared her happy ending, the response was incredible – reaching 89,703 people and generating 17,263 engagements, with a 12.9% engagement rate.
Alba’s story shows the role Instagram can play in giving animals who may otherwise be overlooked a chance to be seen. It also shows how, by sharing their journeys over time, our audience develops a real emotional investment in the animals in our care – celebrating their progress, sharing their appeals and, ultimately, celebrating with us when they find their forever homes.
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/p/DYxcRs7DLgv/?img_index=5
Turning engagement into advocacy: In May, we launched our campaign calling for a ban on sulky activity on public roads and needed to mobilise the public to get behind the campaign and sign our petition. This Instagram post played an important role in bringing the issue to a much wider audience, achieving 278,198 impressions, reaching 146,090 people and generating 12,218 engagements, including 2,064 shares.
In just two and a half months, the petition has amassed 19,854 signatures, smashing our original target of 15,000. While signatures have been driven through a wider campaign, Instagram has been a key tool in raising awareness and mobilising public support. Reaching this milestone gives our Advocacy team a powerful public mandate as we move to the next stage of the campaign and bring the issue directly to Government.