This was planned and now it is happening. It is very unusual to do something like this. In fact it is unique.
CATS has not replaced the usual poster adverts in this much used tube station with pictures of cats to try and sell something. Their aim is much more lofty than that.
CATS is run by volunteers who raised the money to buy the advertising space through a crowdfunding site: Kickstarter. The inspiration for CATS is an organisation called “Glimpse” founded by James Turner. This is the first project from Glimpse.
James says that the reason for the cat pictures along the walls of an underground station is…
“to inspire people to think differently about the world and realise they have the power to change it.”
James wants to use the power of creativity for good, to use his words. His objective is to provide people with a glimpse of a world in which things are improving rather than focusing on problems.
The group of people who make up “Glimpse” asked:
“imagine a world where friends and experiences were more valuable than stuff you can buy”
I can agree with that philosophy. Initially they weren’t sure what to replace the adverts with but ended up deciding on pictures of cats because they have dominated the internet together with video of cats. That domination is a clear sign pictures of cats improve people’s lives. They lift the spirit.
Their crowdfunding campaign attracted the support of 700 people who donated £23,000 ($30,000) to hire the advertising space.
All the cats featured (other than on a single poster) are rescue cats from Battersea Dogs and Cats Home and Cats Protection (two leading cat rescue organisation in the UK). They are either rehomed or to be rehomed. The last poster features cats living with owners (caretakers/guardians).
The cat pictures give workers on the move a respite from the usual barrage of adverts.
It is known that pictures of cats make us feel better. In the photos on this page commuters are seen photographing the posters. The project has created a bit of a buzz in London. That’s the power of cats.