Cats Protection
Cats Protection provide Lifeline to families fleeing abuse
About
People experiencing domestic abuse face an agonising choice. Remain with their abuser or flee, often without their beloved pet. Cats Protection’s Lifeline service provides a fostering service for cats whose families are fleeing domestic abuse until they can be safely reunited. The Lifeline campaign sought to highlight the work of this vital, but widely unknown service, to help fundraise for its expansion and recruit further fosterers. It also coincided with the launch of a new brand identity for Cats Protection.
Our campaign needed to deliver fame, feeling and fluency. We did this by continuing our partnership with Channel 4 including longer time-lengths and impactful 60″ edits across peak programming. We extended reach to a younger audience by engaging our ‘Pawesome Players’ across YouTube and BVOD.
The highlight of the campaign was a special ‘cat’ takeover of the Channel 4 Christmas animation MOG AT CHRISTMAS. Cats Protection were first in break followed by a host of pet food products.
Results
68%
Reach
UK Adult population reached
25%
Consideration Increase
In the 18-34 year old demographic.
