Cats Protection
Here For Every Cat’s Journey
Overview
Turning emotion into action for cats in need
As cat abandonment rose, Cats Protection needed urgent support. JAA connected brand-building with fundraising, using abandoned cat Alfie’s journey to turn emotion into action. The campaign raised vital funds while strengthening awareness and building a more valuable base of regular donors.
The Real Problem
More cats needed help. Fundraising alone wasn’t enough.
Cat abandonment had risen by over 30%, increasing pressure on Cats Protection. We needed to raise substantial funds while embedding the charity’s new brand – turning greater awareness into immediate support without sacrificing either objective.
The Trait
See the problem through a cat’s eyes
Cats Protection understands the unique bond between cats and their owners. We made that emotional truth our strength, using Alfie’s story to show what abandonment feels like – and the role Cats Protection plays in rebuilding that bond.
The Strategy
Motivate. Trigger. Make it easy
We connected brand and fundraising through three phases: emotional storytelling to Motivate Support, stronger calls to action to Trigger Donations, then a simpler donation journey to Make it Easy to Give. One strategy moved people from feeling to doing.
The Tactics
High attention. Smart targeting. Simple giving
TV and CTV gave Alfie’s story scale, while Skyrise data identified audience hotspots for DOOH and social. DRTV and social drove response, with Paid Search, bespoke landing pages and CRO making the final step to donation as easy as possible.
The Results
More than awareness. Action
The campaign surpassed its fundraising target while strengthening regular giving and building awareness of the new Cats Protection brand.
£1m+
+77%
47%
35.8m
-
The JAA team have been a fundamental partner in the relaunch of the Cats Protection brand whilst also ensuring our fundraising products and animal welfare services have been maintained across digital and traditional media channels. Having worked together for years, we’re an integrated team working across all aspects of the charity’s media – brand, fundraising and products
