The world’s favourite felines, including Lil Bub, Princess Monster Truck, Nala Cat and Hamilton the Hipster Cat, have come together to launch a cat video with a mission.
In partnership with Greenpeace, ‘Cats Save Tigers’ coincides with International Tiger Day and sees the biggest cats on the Internet unite in order to help save the biggest cats in the wild.
With only 3,000 tigers left in the wild, ‘Cats Save Tigers’ calls on cat-owners to join the cause and create their own meme which can be shared on social media using the hashtag #CatsSaveTigers.
Tracy Frauzel, mobilisation strategy director at Greenpeace, explained that the campaign hopes to “engage a much broader and younger audience”.
She added: “Reaching new audiences means more experimentation, taking some risks and maybe doing something that will be a little cringe-worthy or seem a bit ‘fluffy’ for some of our more seasoned and serious campaigners. Many of our digital staff are really excited about this campaign, not least because they have a legitimate reason to look at cats online.
“I think the rest will grow to love this as much as audiences all over the world love these famous cats. Especially if it means we can protect more tigers on the ground.”
Mr. President creative director, Thea Hamrén, added: “Having an addiction to LOL-cats, and after I discovered the heart breaking facts about the tiger population, being able to push through this project with Greenpeace has been a dream come true…My hope is that by using cuteness as a weapon, the cats we love will remind us of the cats we’ve forgotten.”
In harnessing the power of Internet stars Lil Bub, Cole and Marmalade, Captain Pancake, Pudge the Cat and more Greenpeace will reach an audience of over 10.5 million. Each of the famous cats – and their owners – have given their time and support for free.
If you'd like to have your own go at saving tigers, create your own cat meme at www.catssavetigers.org and tweet us @TheDrum using the hashtag #CatsSaveTigers. The best memes will be featured in an article in The Drum.