Wildlife charity Care for the Wild has joined forces with JWT London to launch a feline take on Band Aid’s famous ‘Do they know it’s Christmas’.
Joining together to form a super group in order to raise money for endangered lions and tigers in Africa and Asia, CatAid features some of the Internet’s most famous felines.
David Masterman, creative director at JWT London, explained: “We’ve had Band Aid, we’ve had USA for Africa, it was time these cats put their fame to good use and help their African and Asian brothers and sisters.”
JWT creative, Christiano Neves, added: “There’s no denying cats are massive on the internet. They dance, they hide, they do silly things and they always have millions and millions of views. So why not use these cats to deliver our serious message; if you care, care for the wild.”
In addition to the CatAid film, PR and social media will be used to amplify the initiative using the hashtag #CatAid.
Of JWT’s involvement, Philip Mansbridge, CEO of Care for the Wild, dubbed the agency the “perfect partner” for working “tirelessly to produce content that is playful and engaging”,
The song was released today on Bandcamp and is available for purchase now with all proceeds going to Care for the Wild.