BATTERSEA DOGS & CATS HOME

Lost Cat Kit The business challenge
Only 5% of cats found by the Battersea Home are reunited with their owners in London. Very few people were aware that the Home takes in cats as well as dogs and the sheer number of cats coming in that remain unhomed was becoming an issue, especially with decreasing support from the Police and local borough councils.

The idea
The vast majority of cat owners are not aware of what they should do when their cat goes missing. In fact, their cat is unlikely to stray far from its home. To raise awareness of the cats at the Home, and help reunite them with their owners, we created an online tool where Londoners could report their missing moggy, define a search area around their home using Google Maps (therefore pinpointing the optimum coverage for the 'missing cat' poster), create the poster and search Battersea's latest cat arrivals. We launched the tool with a PR stunt in Battersea Park – a 7ft ball of wool installation – that generated extensive column inches in London papers.

Effect
Over 15,000 unique visitors to the site in the first month of activity and 5,000 more people have registered their cat missing and are now part of Battersea Dogs and Cats Home ongoing communications programme.

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