ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 12th Annual Shorty Awards

The Hard-to-Adopt Cat

Finalist in Pets & Animals

Audience Honor in Pets & Animals

About this entry

95% of animal shelters in the US currently have cats that are defined as “hard to adopt.” Typically, it takes a cat around 12 weeks to find a new home. But for special-needs cats, senior cats and black cats, it takes much longer to find a new home. In fact, four times longer.

The longer these cats are left in shelters, the grimmer it gets. 70% of the 3.4 million cats living in US shelters each year are put down. 

Best Friends Lifesaving Center is a no-kill shelter that takes pets, including hard-to-adopt cats, from other shelters to save lives. Our objective was to drive potential pet parents to connect with these special cats online, then adopt them.

Why does this entry deserve to win?

In an effort to reduce the amount time to find hard-to-adopt cats, we decided to bring special attention to them in a beautiful, heartwarming way.

Building upon our ‘Cats Only Live Once' (COLO) campaign, we brought these stories to life through the magic of animation. And in doing so, highlighted these adorable cats by giving them their own personalities.

Not surprisingly, they became the true stars in this online video campaign. Each one emotionally celebrates the moment of connection with their new human friends.

We then invited the viewer to make a connection themselves by finding their purrfect match. Who says hard-to-adopt cats can't be easy to adopt?

Results

The campaign has just recently launched online. But the animated videos have already cast a much-needed spotlight on the plight of these often overlooked cats.

The inquiries specifically for hard-to-adopt cats have increased. And other shelters and animal groups have applauded our bold initiative. The lives this effort could potentially save is huge. For example, a mere 10% increase in cat adoption rates alone would save 280,000 cat lives, and enhance so many human lives, too.

Media

Video for The Hard-to-Adopt Cat

Produced by

Saatchi & Saatchi Wellness, Best Friends Animal Society

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Entry Credits