The BCSPCA needed a short whiteboard video to convey the issue of cat overpopulation, and strategies for curbing it. Not many people realize that although spaying and neutering is the most effective step, there is much more we can do to support safe and healthy cats in communities.

We identified the audience as people that may not own cats, or have not thought about the issues with cat overpopulation. The whiteboard video would have to be short, and have an emotional impact on viewers.

We wrote the script from the point of view of a little kitten, and showed hazards from the kitten’s perspective. The steps for reducing overpopulation are the centrepiece of the video, and after walking the viewer through them, we “rewind” through the kitten’s life journey back to the start to show an alternative life: one that is safe, healthy, and loving.