Cats Protection launches integrated Winter campaign
GOOD launches integrated campaign across fundraising, brand, retail, branches and centres for Cats Protection, the UK’s largest feline welfare charity. ‘Feels like Home’ is centred around the insight that due to the cost-of-living crisis, the charity’s waiting lists have grown by 20% compared to the same time last year –one of the longest that Cats Protection has seen in its organisational memory.
With many owners no longer able to afford to care for their pets due to the cost-of-living crisis, more cats than ever are being relinquished or abandoned. As a result, more cats than ever are waiting for Cats Protection’s care. The Feels Like Home campaign aims to drive donations to create more temporary homes filled with all the necessities and comforts they need this winter.
The campaign launches with a brand TV advert, including videographer-generated content and also features brand and social assets, banners and PPC as well as a full DM campaign.
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.
Bryn Attewell, Executive Creative Director at GOOD says “As the cost-of-living crisis grips the country, it is important we don’t forget about the impact it can have on pets, especially as we go into the winter period. In this campaign, we highlight the important work Cats Protection does to ensure every cat has a warm and safe place to stay. Creatively we wanted to reflect the harsh realities facing many cats, but at the same time shine a light on the amazing work Cats Protection does, providing cats with a warm, safe place that feels like home this Winter.”
Peter Shergold, Head of Field Operations at Cats Protection says “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. There are many areas where we are seeing an even bigger impact, such as Kent, the West Midlands and Northern Ireland.
Cats Protection wants to help as many cats as it can this winter. 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.”
Posted by Katie Daley
