Celebrity Cats Campaign to Save the Tiger for Greenpeace
Lil Bub, Hamilton the Hipster Cat, Captain Pancakes and Princess Monster Truck call on pet cats to create memes for International Tiger Day
The A-list of Internet cats has taken a break from looking cute for Likes to save their endangered relative, the tiger. For International Tiger Day on 29 July, Greenpeace brought together the biggest feline stars online such as Hamilton the Hipster Cat, Lil Bub, Nala Cat, Captain Pancakes and Princess Monster Truck in a video for Cats Save Tigers.
As their natural habitat is destroyed for materials such as palm oil, coal and timber, tigers are facing extinction.
Tracy Frauzel, Mobilisation Strategy Director of the Mobilisation Lab at Greenpeace tells PSFK:
There are only about 3000 tigers left in the wild and only 400 left in Indonesia where we have been working on the ground for years to stop deforestation.Over the last five years Greenpeace has led campaigns to achieve changes on the ground that led to companies like P&G;, Nestle, Unilever and Hasbro to investigate their supply chains and changing policies that help protect tiger habitat. But the tigers are running out of time, so we wanted to take this problem to a much larger audience of cat lovers in a call to action to save the tigers.
In the campaign video, the feline celebrities call on cat-owners to create their own meme and share it on social media using the hashtag #CatsSaveTigers.
The idea was the result of collaboration between Greenpeace and Mr. President, a London-based creative agency.
It was actuallyThea Hamrén, Creative Director at Mr. President who brought us the idea. We met through Hyper Island during a student project on our forest and tiger campaign, and although she was there to support the students she came to me later with the idea. As soon as I heard it, I said yes!
The campaign aims to raise awareness of the tiger’s plight among young people by delivering a serious message in an entertaining and interactive way.
Frauzel tells us that the campaign has reached a diverse audience:
One of the reasons the idea appealed to us is because it’s an opportunity to reach a younger audience, perhaps an audience that we’re not always great at engaging in our campaigns. But we’ve seen that it has had a much wider appeal, you don’t have to be young to love cat memes, it’s connecting with cat owners and cat lovers of all ages all over the world.
The campaign has been hugely successful, over four thousand cats have joined the campaign so far and the numbers are growing. Frauzel says:
I thought it was a pretty big ask for people new to the tiger issue to create their own meme and post on social media – but people love sharing cat photos and the fact that it is to help save tigers means people have been very motivated to share their own images.
#CatsSaveTigers proves that what many people predicted is finally coming true; cats are taking over the Internet. But at least they are doing it for a good cause, to save their stripy cousins.
[h/t] The Drum