When we think PSAs about pet population control, we think 30-second guilt trips brimming with the sad faces of caged, abandoned animals and statistics that would make even the hardest heart bleed. But the latest spots from from givethemten.org and agency Northlich/Cincinnati approach this serious issue in an entirely different way; his name is Scooter the Neutered Cat, and what he lacks in virility, he makes up for in attitude and sheer smoothness.
In one of the campaing’s videos (after the jump), Scooter — in his deep, Shaft-like voice — shares insights like: “It’s hip to be snipped,” “I no longer mark my territory; it comes to me,” and “getting my berries picked didn’t just make me a cooler cat; it helped in the fight against feline overpopulation.”
We think this humorous twist on a decidedly-unfunny issue is actually quite effective; the problem with heart-wrenching PSAs is that people flip the channel so as to avoid having their entire day overcast by gloom, and thereby miss the message. This campaign, however, manages to use wit and entertainment to keep viewers, but also mixes in the necessary dose of reality. For instance, while the main page of the website amusingly offers a free T-shirt to anyone who pledges to “go gonad-free,” it also features a countdown at the top of the page informing readers that every twenty minutes, a kill shelter takes the life of a cat.
In fact, the campaign has already received so much attention, that Scooter himself has had to take to the web to explain that due to overwhelming and international support, those free T-shirts have already run out and are in the process of being restocked. Here’s his statement (and yes, we think he definitely has a future career in PR):