Can sharing an Internet cat video make a difference?

In partnership with Animal Humane Society, we created a simple website, featuring a live broadcast of kittens who were in need of a home. To promote the site, and help drive home an important message, we shared the experience with a seemingly innocuous click-bait post:

 
 

When people clicked, instead of seeing a stupid pet video, they were brought to our live feed with the completed message, "... when you bring one home."

Besides the obvious cuteness overload, What Happens Next helped spread awareness of pet adoption and was shared over 700 times in the first 24 hours. Call it the Internet cat video that saved lives.

To view a curated version of the experience: