Australia can’t stop watching animals on TikTok. From wagging tails to fluffy kittens, the nation’s obsession with #PetTok is a testament to the joy pets bring to our lives. And now, these videos are about to serve a bigger purpose.
Animal Welfare League NSW and Saatchi & Saatchi Australia have introduced ‘Fur You Feed’, a new social campaign aimed to turn passive pet watching into something more meaningful: pet adoption. ‘Fur You Feed’ is PR and creator led by HERD MSL and the media is done by Spark Foundry Australia.
Steering away from traditional ads, adoption prompts are instead cleverly slipped directly into popular pet TikTok content—appearing deep in a user’s #PetTok feed, right when they’re already fully immersed.
Launching in March during National Pet Adoption Month, each prompt links directly to real animals currently available for adoption through Animal Welfare League NSW, alongside a clear call to action encouraging prospective pet owners to take the next step.
“Every day, people fall in love with animals through their screens. This campaign helps turn that feeling into real-world action by connecting animal lovers with pets who are ready for a home. Adoption doesn’t just change an animal’s life – it changes a person’s too,” said Stephen Albin, CEO at Animal Welfare League NSW.
“We didn’t want to guilt people into pet adoption with some sad, downtrodden animal story. Guilt gets skipped. Joy gets shared. A ridiculous pet video is already the most effective advert for having an animal in your life. And they don’t cost a cent to produce. So instead of interrupting the feed with an ad, we turned the feed itself into the adoption message. If you’re already in love with animals on your screen, this campaign helps you bring that love home easily,” added Avish Gordhan, chief creative officer at Saatchi & Saatchi Australia.
“With tens of millions of posts globally celebrating the cats and dogs of TikTok, our community has shown how deeply people connect through storytelling, shared interests, and of course their furry family members. Through The Fur You feed, we’re thrilled to empower AWL NSW to tap into our passionate community and help animals in need find their paw-fect homes,” expressed Amy Bradshaw, general manager for Global Business Solutions at TikTok Australia and New Zealand.
The campaign can be seen on TikTok’s Fur You Feed nationwide, with Animal Welfare League NSW encouraging Australians to adopt—or donate what they can—to help support animals in need and ease the pressure on shelters across the country.
Credits:
Creative Agency – Saatchi & Saatchi Australia
Chief Creative Officer: Mandie van der Merwe & Avish Gordhan
Creative team: Jackson Elliott and Will Campion
Account Director: Isabel Corlett
Head of Strategy: Tim Mottau
PR Agency – Herd
Matt Ogilvie – Executive Director
Zabrina Ablitt – Influencer Specialist
Media Agency – Spark
Francois Vieu – Digital Director
Edwina Pardede – Client Partner
Annin Decker – Senior Digital Activation Executive
Megan Field – Digital Activations Manager
Client – AWL NSW
Mark Seymour – Head of Marketing and Fundraising
Stephen Albin – CEO Animal Welfare Leage
Danielle Johnson – Marketing and Fundraising Manager
Platform Partner – TikTok
Smaran Jworchan – Creative Agency Partner
Kelly Stevens – Director Communications, TikTok AUNZ
Nikki Harris – Senior Communications Manager, TikTok AUNZ
