Cats Protection

Lifeline

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Overview

Taking a vital service to a national audience

For families fleeing domestic abuse, leaving can mean being separated from a much-loved cat. Cats Protection’s Lifeline service provides temporary fostering until they can be safely reunited. JAA’s challenge was to take this vital but little-known service to a national audience — raising awareness, attracting fosterers and helping fund its expansion.

The Real Problem

How do you make an unseen service impossible to overlook?

Lifeline was doing vital work, but awareness was low. We needed to bring a difficult issue into the open while challenging perceptions of the typical Cats Protection supporter and making the service relevant to a younger audience.

The Trait

Protect what works. Build what works harder.

At Lifeline’s heart is a powerful truth: people want to protect their pets, even at the hardest moments. That emotional bond gave us a human way to tell the story – making an unfamiliar service matter to people who had never heard of it.

The Strategy

Build fame, feeling and recognition

We used high-reach TV to give Lifeline national visibility, then extended the campaign into environments that engaged younger audiences. Launching alongside Cats Protection’s new identity also gave us an opportunity to build recognition of the wider brand.

The Tactics

Own a moment cat lovers couldn’t miss

Our Channel 4 partnership included 60-second peak-time edits, supported by BVOD, YouTube and Pawesome Players gaming. The standout was a takeover of Mog’s Christmas, putting Lifeline first in break during a Christmas moment made for cat lovers.

A relaxed tabby-and-white cat rests against a person’s hand beneath text urging people to shelter cats escaping domestic abuse; warm, compassionate appeal.

The Results

The campaign took an under-recognised service nationwide – turning attention and consideration into a significant increase in people willing to help.

68%

of UK adults reached by the campaign

+25%

Consideration among 18–34-year-olds

+592%

Increase in Lifeline fosterer applications

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+44 (0)20 7439 6070

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