Australia can’t stop watching animals on TikTok. The nation’s obsession with #PetTok is a testament to the joy pets bring to our lives. Now these videos are about to serve a bigger purpose.
Saatchi & Saatchi Australia and Animal Welfare League NSW are hijacking animal lovers’ TikTok scrolling sessions, turning passive pet watching into something more meaningful – pet adoption.
The social campaign Fur You Feed, steers away from traditional ads, instead cleverly slipping adoption prompts directly into popular pet TikTok content – appearing deep in a user’s #PetTok feed, right when they’re already fully immersed.
The campaign has launched during National Pet Adoption Month in March, with each prompt linking 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.
PR and creator was led by HERD MSL and media by Spark Foundry Australia.
Stephen Albin, CEO at Animal Welfare League NSW, stated, “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.”
Avish Gordhan, chief creative officer at Saatchi & Saatchi Australia, added, “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.”
Amy Bradshaw, general manager for global business solutions at TikTok Australia and New Zealand, commented, “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.”
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 & Will Campion
Account Director: Isabel Corlett
Head of Strategy: Tim Mottau
PR Agency: Herd
Media Agency: Spark
Platform Partner: TikTok
Client: AWL NSW
Head of Marketing and Fundraising: Mark Seymour
CEO Animal Welfare League: Stephen Albin
Marketing and Fundraising Manager: Danielle Johnson
