Since our audience believes cats don’t need human beings to survive, we decided that simply asking for money wouldn't be the trick. Instead we would give homeless cats the means to make a living of their own.

We noticed that cats already enjoy an amazing popularity online, particularly through online videos, where cuteness and funny behavior were engaging viewers. We asked, why not let them use their natural Cat cuteness to work as advertising for brands?

So we launched the first advertising agency staffed entirely by homeless cats,

for the benefit of homeless cats. The agency would create spec spots for some of the world's most famous brands, and then approach the brands directly for donations (or "fees") once the spec spots had hit a certain number of views. In this way, the cats could earn their own money to feed themselves, not needing the charity of anyone!

We started by launching a teaser video, showing the internet audience how a catvertising agency works. And then work started for the homeless cats… They created their own cat versions of popular ads, made possible by the partnerships we arranged between different brands and our homeless cats. The videos were released on online-video platforms, with a link towards the TACN online donation platform.

Once a video hit 100,000 online views, the featured advertiser made a donation to Together For Animals China. Viewers could also make donations directly. Indeed, we partnered with Tencent who, on top of hosting the our cat advertising videos for free also enabled mobile viewers to make donations directly through their wechat account, making the act of donating easy and seamless.

What was intended to be a six weeks campaign is now an ongoing platform to help raise funds for the cats!

The catvertising campaign has reached 520 000 view in total, bringing great awareness to a cause that never before achieved significant exposure. We gathered up to 42,205 USD, thanks to the generous payment of the brands for the cats’ effort to promote their brand, and to the viewers donations.

But cats don’t care about data, they care about food. So the result we are the most proud of is that the donations have translated into more than 30 tons of food for the homeless cats.