Cats Protection x ITV Women’s Euros
By partnering with ITV during the Women’s Euros in 2025 across TV and streaming, the charity reached new donors and advocates in high-attention, high-emotion spaces.
About
Cats Protection operates in a highly competitive adoption market. Although the UK’s largest cat welfare charity, structural shifts in consumer behaviour present a long-term challenge. Internal research showed only 16% of new owners adopted via a charity or shelter, while 74% purchased cats online, largely through social platforms.
In response, Cats Protection made a bold strategic shift in 2025, entering live sport to build awareness and cultural relevance. Through a partnership with ITV around the Women’s Euros, spanning linear TV, BVOD and ITVX Pause Ads, the charity accessed high-attention environments and incremental reach.
The strategic insight guiding our plan was clear: if younger audiences are emotionally invested in live sport, Cats Protection needed to show up at that emotional peak to make adoption feel equally urgent and meaningful.
Results
10%
Increase in awareness
Exceeding target of a 5-8% increase in awareness
80%
Website visitors were new users
Proving a dramatic increase in engagement with new donors
20%
Increase in adoption enquiries
Doubling the target of 10%
The campaign connected us with younger audiences at scale, increasing brand awareness and adoption enquiries while improving fundraising efficiency. Most importantly, it demonstrated how the right AV investment can deliver immediate impact while strengthening Cats Protection’s long-term future.
