Wildlife charity Care for the Wild and the London branch of JWT recently unveiled a parody video featuring numerous famous YouTube cats 'performing' an original song entitled “If You Care, Care For The Wild,” which underlines the dangers facing wild cats. Troubling statistics reeled off by the video include the fact that there is a genuine possibility that lions and tigers will face extinction within the next 20 years due to poachers hunting them for bones and body parts. In fact, Lions are already extinct in over 25 African countries, with only 250 left in the whole of West Africa and less than 30,000 across the continent.
David Masterman, JWT London's creative director, said it was time for the cats of the internet to “Put their fame to good use and help their wild brothers and sisters.”
The band of singing cats, called 'CatAid' as a parody of 'LiveAid', was created by JWT London, who decided to use the internet's affinity for felines to their advantage and help raise awareness of the cause without putting people off. David Masterman, JWT London's creative director, said it was time for the cats of the internet to “Put their fame to good use and help their wild brothers and sisters.” Agency creative Christiano Neves adds that there is no denying the popularity of YouTube cats. “They dance, they hide, they do silly things and they always have millions and millions of views,” he says, “So why not use these cats to deliver a serious message: if you care, care for the wild.”
Cat Aid – If You Care, Care For The Wild
Philip Mansbridge, Care for the Wild's CEO, said “Cat lovers love videos of cats. Cat videos are all over the internet. But all domestic cats probably want to be lions or tigers, so it’s only fair that they start pulling their weight to help their wild cousins!” He went on to say that people might love lions and tigers, but they don't understand how much danger they're in. He says “It’s hard to imagine a world without these big cats, but it’s going to happen unless we all do something about it.” He hopes the video will get the charity's message out “In a way that people notice, while watching a brilliant video and singing along to a frighteningly catchy song!” Mansbridge also called JWT the “Perfect partner,” on the video, and said they had been “Working tirelessly to produce content that is playful and engaging.”
“It’s hard to imagine a world without these big cats, but it’s going to happen unless we all do something about it.” Philip Mansbridge, Care for the Wild CEO
The song was released on Bandcamp last Friday (World Cat Day) with all proceeded going to Care for the Wild, and the video has already racked up over 3,500 views on YouTube. The message will also be spread via PR and social media by using the #CatAid hashtag.
Benjamin Hiorns is a freelance writer and musician from the UK who is more of a dog person to be honest.