Cats Protection launch brand new legacy proposition
GOOD worked with Cats Protection to launch their brand new legacy proposition as a love letter to our feline friends. Nearly half of all Cats Protection’s work is funded by Gifts in Wills. With more cats than ever waiting to come into the charity’s care due to the cost-of-living crisis, this vital way of giving has never been more important.
Keep Cats Purring is a celebration of the wonderful array of cats and their characters. The loveable rogues, the survivors, and of course, the cosy lap cats. With over 11m people in the UK owning and loving cats of all stripes, the campaign is a love letter to our feline friends. Launching with a TV advert, it encourages the UK public to keep cats of the future doing all the things that they, and we, love so much.
Launching as 60”and 30” TV spots on 1st September, the advert includes VO from best-selling poet and author Roger McGough CBE. The film was created through VGC; videographer generated content with an array of cat-owning videographers filming their own cats, ensuring that all cats were comfortable and in familiar surroundings.
GOOD partnered with production agency VINCE, and the media agency is John Ayling & Associates. 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 their Regular Giving portfolio.
Andy Powell, Creative Director at GOOD Agency says “What an absolute joy to bring a celebration of cats to the nation’s screens. Our feline friends bring us so much pleasure, comfort and companionship, and inspiring more gifts in Wills will ensure that cats can keep scampering, pampering, nuzzling and puzzling for generations to come.”
Ellie Cox, Senior Legacy Marketing Officer at Cats Protection says “It’s so exciting to launch our new proposition and bring energy and personality into the way we talk about legacy giving at Cats Protection. We love the TV ad and huge thank you to GOOD and all of our partners who have made it happen. We are thrilled that we can deliver our central message of keeping our beloved cats purring in such a memorable way.”
Posted by Lucy Martin
