La SPA, La Société Protectrice Des Animaux: Adopt A Mod

Animal protection NGO La SPA grew engagement among younger audiences and increased cat adoptions in France by hijacking the video game Stray to show the reality of a stray cat's life.

Campaign details

Brand: La SPA Brand owner: La SPA Entrant company: Havas PlayIdea creation: Havas Play Paris Market: France Sector: Charities & voluntary organisations Media channels: Livestreaming, Websites & microsites, Social mediaBudget: Up to 500k

Executive summary

Every year in France, 11,000 cats are abandoned and struggle to survive. [1] La SPA, the main French animal protection NGO, wanted to address the younger generations about this problem – people La SPA doesn’t reach through its traditional TV and social media campaigns.


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