THE RSPCA's Christmas campaign has been launched with a music video that has a simple message .... 'kindness lasts a lifetime'.

Made by its broadcast team the story of a young boy growing up doing all he can to help animals in need, stars staff and friends who gave up their own time for filming.

It features a cover of Kings of Leon's Use Somebody and the charity hopes it will inspire all generations to be kind to animals this festive season.

RSPCA chief executive Chris Sherwood said: "When I first saw the Christmas video I must admit I was moved to tears.

"It's a beautiful story and encapsulates the everyday work of the RSPCA.

"We hope that this touching film will inspire the next generation of pet owners and animal rescuers, and also encourage viewers to make a small donation to the RSPCA so we can help the thousands of animals who need us this Christmas.

"Every act of kindness can make a big difference.

"And we hope our heartwarming video and beautiful song will encourage everyone to think of the animals and help us help the thousands of animals who could be facing cruelty, neglect and suffering this Christmas."

Singer and RSPCA press officer Lucy Ellie Cooper recorded a cover of Use Somebody for the film after the band gave special permission for their song to be used as part of the video.

RSPCA broadcast manager Alan Laxton - who oversaw the project - said: "We're all really proud of this beautiful film that perfectly showcases the work of the RSPCA as well as the overarching reason why we all work here - because we love animals.

"We are lucky to have such talent at the RSPCA which means we are able to produce a film to rival adverts by the likes of John Lewis, but without the big budgets.

"If the film inspires just one person to make a donation, one family to rehome a rescue pet or one child to grow up being kinder to animals then we've done our job!"

The video following the charity’s success last year when the Christmas video, called Stars, went viral with more than 6 million views.

The launch of this year’s video supports the charity’s Christmas fundraising appeal, Delivering Kindness at Christmas, as staff and volunteers prepare for one of the busiest times of year.

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