London-based animal welfare charity Mayhew has launched a new tactical out-of-home campaign called #BlackCatFriday with creative agency Havas London.

The campaign focuses on the number of black cats and kittens currently in need of a new home.

The ‘fun; initiative, with taglines such as “guaranteed 3x more entertainment than any 62’ plasma”, shows how black cats are a better investment than your average flat screen TV or new iPhone on Black Friday and is inspired by Mayhew research which finds that black cats take twice as long to be adopted. 

The out-of-home campaign features across various London sites, including Caledonian Road, Queens Park and White City with outdoor media donated by LondonLites. 

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“We really hope it will make people stop and think about whether they can open their home to a black cat in need,” said Elvira Meucci-Lyons, Mayhew chief executive.

“There are many theories as to why black cats take longer to be adopted; from superstitious reasons, to being considered unlucky or even being viewed as less photogenic than other cats. What is clear is that these wonderful creatures are just as deserving of a loving home as any other animal.”

“It’s been a pleasure to work with the team at Mayhew to bring this project to life,” said Amy Fasey, associate creative director, Havas London, “We think they’re amazing for all their vital work in animal welfare across London and the rest of the world.

“Every animal deserves a loving home, and black cats are often wrongly ignored because they’re ‘not as good for a selfie’. Hopefully this Black Friday people will consider forgetting the new tech for a new furry friend in their lives instead.”