Blue Cross | Content
The dust has settled and Donald Trump is president-elect of the United States. But in the days before that election on 8th November, the world was STRESSED.
The toxic rhetoric had been ratcheted to unheralded levels, with personal attacks and the hurling of insults on both sides of the political divide. Families and communities were fractured and many in the public and media predicted the Trumpocalypse if The Donald won. In those days, as everyone was losing their heads, the world needed some peace, calm and relaxation…
Step forward The Blue Cross with ‘Karma Kitties’: the first guided meditation video featuring cats.
Why exactly would an at-home guided cat meditation video bring guaranteed de-stressing qualities to anxious human folk the world over? Because it’s well known that meditation and mindfulness can work wonders for our health. What’s more, thanks to science we now know that cat videos can reduce stress and make us happy. Combine the two and you’ve probably got the most relaxing thing in the world ever. And that’s exactly what we did.
Working with mindfulness experts at the Mindfulness Project, the 6-minute video class married the essential principles of mindfulness classes with cute rescue cat video clips and the soothing sounds of cats. The content starred an adorable cast of homeless cats and kittens cared for by Blue Cross, all showcasing their innate therapeutic powers.
In addition to being a useful relaxation tool for anyone and everyone, we came up with the idea primarily to demonstrate the therapeutic benefits of owning a rescue cat and shine a light on the urgent need for people to adopt rescues. Indeed, with almost 5,000 cats and kittens taken into the care of Blue Cross last year – the charity’s highest number ever – there are a huge number of homeless felines waiting to bring some calm and happiness to homes all over the country.
The ‘planned reactive’ story was timed perfectly and the media responded in their droves. First up we secured Mashable, and 5,000 shares later the story started making waves on both sides of the Atlantic, with lovely articles on Metro, Stylist, Evening Standard, Huffington Post, The DeBrief, Mirror.co.uk, Sunday People, A.V. Club, Pickle and Elite Daily – not to mention tons of regional pieces. All of this ensured we were rewarded with over 100,000 organic views of the content on the Blue Cross YouTube page (it was also in the top 50 trending videos across all of YouTube).
Needless to say, we feel pretty contented. Even though Trump won.