There are only 3,200 Tigers remaining in the wild. If awareness and conservation efforts don’t ramp up, Tigers will be extinct within a decade. The world might not be noticing the big cats, but love to watch millions of cat videos, so the cats were put to good use. “The Kitty” was launched – a YouTube channel where you can watch cat videos to save a Tiger. Each time someone views a cat video on the Kitty, a small amount of money raised from advertising goes into a fund for wild Tiger conservation- and it all adds up. When most charities just ask for money, Joy began the conversation by creating value.
Impact:
In theory, if all of the cat video views on YouTube had raised money for conservation, this would add up to more than $350USD million. Since it’s launch in June 2016, ahead of World Tiger Day, this online campaign has generated critical awareness with over a quarter of a million minutes of cat videos watched on The Kitty and counting, but most importantly, the start of an ongoing revenue stream for wild Tigers.
Video Case: