Cats ProtectionOver a year's income in just two months
Cats Protection wanted to find more ways in which they could support cat owners at times of their greatest need. Through a filtering process, we narrowed our focus to understanding experiences of owners during and after the death of their cat.
By working with the client’s various departmental teams and coordinating research and web development partners, we defined a project roadmap covering insight, product development, product training, product creation and marketing.
This lead to the launch of a number of products & services
The most notable was a one-to-one Bereavement Support Helpline, which required the recruitment and training of volunteers to provide emotional support. The helpline was further supported by an online area containing user generated content providing additional support and a separate space where people could create a memorial to their cat. Gentle requests for donations and products to purchase were included in the journey but these were very recessive, the focus was on support.
Since launch in July 2016
- Approx 600 mourners have been given emotional support through the helpline.
- 468 memorials have been created
In the first two months of 2017 more income has been raised from Cat In-mem products and donations than in the whole of 2016.