Cats Protection has partnered with purpose-driven strategic and creative agency GOOD to launch an integrated campaign with TV advert to make sure it ‘Feels Like Home’ for cats this winter.
The campaign – which spans fundraising, brand, retail, branches and centres – is centred around the insight that the cost-of-living crisis has seen waiting lists for the UK’s largest feline welfare charity grow by 20% against last year.
The Feels Like Home campaign aims to drive donations to create more temporary homes filled with all the necessities and comforts that abandoned cats need this winter. It launches with a brand TV advert, including videographer-generated content as well as brand and social assets, banners and PPC and a full DM campaign.
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GOOD has worked with Cats Protection on a retained basis since 2019 – delivering high impact fundraising and brand campaigns as well as creative assets for its Regular Giving portfolio.
GOOD executive creative director Bryn Attewell said the agency wanted to “reflect the harsh realities facing many cats”, while also “shining a light on the amazing work Cats Protection does, providing cats with a warm, safe place that feels like home this winter”.
Cats Protection head of field operations Peter Shergold added: “The cost-of-living crisis has led to many owners giving up their pets, severely stretching the resources of our volunteer-run branches and adoption centres across the UK.
“This advertising campaign highlights how a simple donation can help the charity to expand its pen spaces, providing cosy and comfortable environments for felines while working hard to find them a new home.
The charity receives no government funding so is extremely grateful for the public’s support and generosity at this very difficult time for cat owners and cat charities.”
