Case Study Summary:
Faced with a surge in pet abandonment during the summer of 2022, French animal protection NGO La Société Protectrice des Animaux (La SPA) sought a creative way to raise awareness and boost adoptions among younger audiences. Tapping into the release of the popular video game Stray, where players control a stray cat, they partnered with a 3D modeler to integrate five real shelter cats into the game as downloadable avatars.
By aligning with gamers’ interests and leveraging platforms like Twitch and Instagram, La SPA created an emotional, interactive experience that bridged the virtual and real worlds. Players could see and bond with the cats in-game, then adopt them through La SPA’s website.
Key Insights:
- Innovative Use of Gaming: First known instance of an NGO hacking a game for real-world animal adoption.
- Purposeful Engagement: Gaming became a channel for empathy and direct social action.
- Influencer-Driven Strategy: Streamers and influencers amplified reach and credibility.
- Real-World Impact: All five featured cats were adopted within 24 hours; adoptions and shelter visits increased significantly.
- Media Reach: Coverage in 250+ outlets across 12 countries, reaching 400 million people.
This campaign exemplifies how traditional causes can find new life through immersive digital experiences that resonate with the next generation.
What the Awards Jury says:
This case study is innovative because it reimagines how an NGO can engage a digital-savvy, socially conscious audience by turning a video game into a platform for activism and real-world impact. La Société Protectrice des Animaux (La SPA) partnered with the release of Stray, a game where players control a cat, by integrating avatars of real adoptable cats from their shelters into the gameplay. This “hack” transformed entertainment into a vehicle for empathy and action—letting players bond with virtual versions of real animals and then adopt them in real life.
It reflects purposeful gaming by merging gameplay with a social mission: raising awareness of pet abandonment and increasing cat adoptions. Instead of relying on traditional emotional appeals, La SPA used immersive play and influencer engagement to inspire real-world behavior change. The result? All five in-game cats were adopted within 24 hours, and the campaign sparked global attention and increased shelter visits—showing how gaming can be a purposeful, high-impact storytelling medium.
Winning Details:
Submitting Agency: Havas Play – Paris, France
Awards: Digital 2023- GOLD
