LEXI BALL

When three feral cats showed up at my home, my vet connected me with Cat Matchers—a local non-profit who helped me through the painstaking process of rehabilitation and adoption.

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At the time, the pandemic had left shelters short-staffed, so more cats were ending up on the street. I saw that Cat Matchers needed to increase adoptions to open up space for strays.

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My agency agreed to help with a pro-bono campaign. The creative centered on a single customer insight: that most felt confused and frustrated during the adoption process. But Cat Matchers offered an individualized experience to match the right animal with the right human.

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Since the campaign launched, Cat Matchers is homing and saving more cats than ever—proving that empathy-driven marketing can have a meaningful positive impact.