When we heard the fact that cats whose owners smoke are twice as likely to get cancer, we knew this could only mean one thing: if we don’t end smoking, could lose the most important part of the internet: Cat Videos. To do this we created a movement with a rallying cry to Prevent #CATmageddon because Smoking = No Cats = No Cat Videos. A seemingly silly idea for a very serious cause.

The Thursday before the Grammys, we partnered with internet celebrity cats to pique people’s interest. The cats changed their profile pictures to a photo warning to “Prevent #CATmageddon.” Our film then premiered at the Grammys and stole the conversation. Our “Cat-fluencers” and people influencers further elevated our film on social media. The spot used found footage of the most iconic internet cat videos mashed up with our messaging to show what we’d be missing if the internet were to lose it’s cats. We then worked together with internet sensation, Aaron’s Animals to create an exclusive film that would unlock after our original spot reached its view goal. We hit our goal within just two days and Aaron’s Animals’ video blew up too and created even more chatter. With just some cat videos and the help of influencers, Mashable rated our film “the best thing about the #Grammys, everyone agrees.”