During pandemic, the number of abandoned animals on streets in Brazil increased dramatically. But, specially cats, that suffered with fake news about transmitting COVID-19 to humans. Because Adote Um Gatinho is an NGO that works with abandoned cats and their way to a new home, we saw an opportunity to increase awareness and also address an important message.

So, we invited people to think about cats adoption, with an emotional and yet funny approach. Using beautiful illustrations and a colorful and happy mood for a sensitive theme, and taking advantage of the relationship cats have with cardboard boxes.

We created a campaign, using a racional about how a cat would feel even better than just playing around with a cardboard box: with your contribution to the NGO, and put the illustrations all over.

After that, we made something huge: we created a line of products to be sold at a charity bazar(the event). Mugs, decorative plates, ecobags, tees and much more. And yes, it was an enormous success.

Using the creative posters and social media, we reached a large, but yet specific target: cats lovers. So, using the happy and colorful langue games from the campaign, we could spread the word about the event, inviting people to attend it.

We start the campaign about the charity bazar one month to go, so we could use the posters, the social media and the buzz to invite people to attend the event.

We put posters at the NGO headquarter, and also at some strategic partners. Also, the NGO social media channels were fulfilled with the campaign, using the illustrations at the invitations and showing the products we created to be sold at the bazar.

The event was a huge success, and, despite the pandemic, the response was huge:

. The NGO was the cats adoption NGO most talked about;

. It was the best sales response and donations at the NGO history;

. Social media and cats lovers were crazy about the products and the posts and immediate response to the bazar was tremendous;

. The cats adoption after the bazar also increased, having the NGO as the most important of its kind.