Shelters in Australia are overflowing with cats. We’ve run out of cat lovers to adopt them. Our only option: cat haters. We invited cat haters to foster a cat for two weeks. Two weeks of caring (yes, caring) for a cat, in the hope that it might be enough to convert them. Our billboards literally stopped traffic, PR reached 45M, and TikTok reversed it’s algorithm for us – the more someone disliked our cute cat videos, the more we targeted them. Because it was those who like cats the least, that we needed the most.
