People feel empathy for house cats—but not the hundreds circus cats that are abused daily.
We leveraged the internet’s most-watched animal—and pulled at heartstrings CGI abuse video. We hijacked the fake news phenomenon to tell the story of real circus cat abuse.
But the project was shared with media before it was finished, drastically changing its results (which is why these videos are private).
LEAKED ABUSE VIDEO:
Grassroots social Campaign
Shot + edited by me.
Result: Big cats were banned from all NYC circuses months later.
- 1,042,632 organic views across PETA's main platforms
- Almost 2,000 retweets
- More than 17,500 shares on Facebook.
- Coverage in Washington Post, Mashable, Breitbart, Inc.