In a time where the Internet is a cat kingdom filled with kittens squeezing themselves into boxes, it’s sad that some members of this kingdom are unknowingly going extinct. Over the last century, we have lost 97% of the tiger population due to illegal poaching, habitat destruction and fragmentation. If we are so smitten with our small cats, why are our big cats being ignored?
Partnering with a major streaming service, any videos listed on the site with an affiliated tag to cats will be temporarily removed from the website, and a message appears in it’s place;
“We’re sorry, cats are no longer available”
In addition to the cat blackout, animated digital banners, MRecs (below three frame example) and leaderboards will reveal the message “You notice when our small cats go missing, but it’s our big cats that are disappearing” with a CTA to visit and donate the WWF website.