#CATMAGEDDON

Cats are twice as likely to get cancer if their owner smokes. Less Cats = Less Cat Videos. There are over 1.1 million cat channels on YouTube, making secondhand smoke and the tobacco epidemic a threat to the future of the Internet, as we know it. So on the night of the Grammy’s we rallied teens to prevent #CATmageddon.

The end of the spot that got posted online was tagged with “Retweet to unlock the most epic cat video ever.” Our goal was to hit 2500 RT, we did that in the first two days. We then released our epic cat video with Aaron’s Animals. In the first 24 hours it got 4 million views and over 99,000 shares on Facebook.

Along with the digital engagement we partnered with Petco to create truth SWAG for our pets that was given out at their local stores.

NPR, Mashable, Yahoo!, People, Adweek and Creativity all had nice things to say about our campaign.