By letting our cats speak for themselves without being overshadowed by the brand, we changed the way pet adoption is promoted. In fact, this new approach aroused much more public and media interest than a straight advertising approach. Within 3 days, 50 of our cats made more than 8,000 friends. And within a month, all had been adopted. Other NGOs are being inspired too, and more cats are joining Facebook, making friends, and finding homes.