By Anthony Dean, Cat Portfolio Manager at Whiskas
Wild tigers are in crisis. People are always shocked when they learn that as few as 3,200 of these magnificent creatures remain living in the wild, and without our support they could soon disappear altogether.
At Whiskas, we have a deep understanding of the natural instincts of cats, both big and small, and through our brand we have the power to raise awareness of the plight of this remarkable species. Like us, cat owners who are aware that these big cats desperately need our support want to help – which is why, in 2013, Whiskas partnered with WWF in the UK, to give passionate pet owners the chance to help protect tigers in the wild.
Since the start of our partnership in 2013, we are proud to have helped raise over £600,000 – money that is now supporting WWF’s Tigers Alive Initiative, particularly in Nepal’s Terai Arc Landscape. The money raised so far has gone directly towards providing training and equipment to rangers, and providing community based anti-poaching units (CBAPUs) with the in-depth training and support needed to help them protect the tiger populations. WWF has been able to confirm that for the third consecutive year, there have been no reports of tigers being poached in the region. We believe this is a significant step forward.
As we enter the third year of our partnership though, we are focused on the work that still needs to be done. Together we have an extremely ambitious target to double tiger numbers in the wild by 2022, so there is an urgent need to maintain the momentum of our campaign.
This year we are planning to raise a further £250,000 through sales of Whiskas packs. From February to April, we will donate 3p from each pack of Whiskas sold to help reach this year’s quarter of a million target. On top of this, we are also encouraging consumers to donate to the cause, and we are even matching the first £50,000 in consumer donations.
To support the campaign, we have also launched a new video, developed by AMV BBDO, which uses real life footage to draw attention to the plight of tigers in the wild. The video, named “9 Lives”, highlights that whilst domestic cats may have nine lives, tigers have just the one.
We know that pet owners across the world share our passion for cats of all sizes, and we will continue to work together, to make a real difference to this incredibly important cause.
If you would like to donate to help protect tigers, Text TIGER 70123 to donate £5 and Whiskas will make it £10.