How your cat can help coral reefs

Whether or not you are currently a cat parent, this initiative could well be of interest: leading cat-food brand SHEBA has embarked on a massive underwater programme which aims to restore coral reefs measuring more than 185,000 square meters around the world by 2029. Hope Reef, a living, thriving coral reef, was planted in August 2019 on a site that was once barren. The reef, off the coast of Sulawesi in Indonesia’s Spermonde Archipelago, was built using innovative structures known as Reef Stars and is a living billboard, that puts the urgency of the issue and its potential solution on the map. It's discoverable on Google Maps and Google Earth, and viewable underwater in Google Street View. So where does your pusscat come into the picture? Well, SHEBA is best known to cat-lovers as a provider not only of amusingly seductive 'felines fatales' in commercials, but also of quality pet-food containing large amounts of fish. This short film introduces us to a little blue fish exploring the newly emerging reef, and - esepcially pertinent for those of us who can't stand pre-roll ads - all revenue from the ad-supported views of the ‘Channel that Grows Coral’ on YouTube will be donated to the Nature Conservancy for coral restoration. National Geographic is also on board with the initiative. What do you think? Looking forward to seeing how it progresses, and keen to share the Hope Reef idea with your friends? If you want to know more, there's a four-minute video around the project here: https://youtu.be/AK_abl7Pm00. Purrfect feeding-time viewing!

Keywords: SHEBA Hope Reef, coral reef restoration, National Geographic, marine conservation, cat food, fish stocks, AMV BBDO