35,000 cats end up in RSPCA shelters every year in NSW alone. Most are put down. To change the mindset of cat owners, we gave cats a voice to plead their case themselves.
Cat Ballads was an album of songs with cat welfare messaging built into the lyrics.
The album included a remix that we developed in collaboration with researchers from the University of Wisconsin, which was designed to calm cats themselves.
The campaign received a heap of organic PR, plenty of interest on social media and at last count had more than 22 million impressions.
Visit catballads.org for the full campaign.
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Creative Team Jack Wall and Phil Harkness
Sound Nylon
Directors Stuart Bowen / Thommy Toms
CCO Mike Spirkovski
CD Flavio Fonesca / Sesh Moodley
Agency Saatchi & Saatchi
Australians love cats, but not all of us are taking care of them properly. The fact is, cats need us more than we think. 35,000 of them end up in shelters, pounds and rescue groups every year in New South Wales alone. That’s why RSPCA NSW has created an album to improve their lives. It features four original tracks, sung from the perspective of cats themselves, about three pillars of responsible cat care – desexing, microchipping and protecting cats.
I Need You – Music Video
Director: Stuart Bowen – GoodOil
RSPCA NSW created an album called Cat Ballads to improve the lives of cats. So, we’ve made a version of the track "I Need You" designed to keep them calm. Then we worked with a number of specialists to develop a cat-friendly soundscape and colour scheme to appeal specifically to cats, helping to keep them relaxed.
I Need You – Cat Mode – Music Video
Director: Thommy Tomms – Prodigious