© Sidrah Afsar | All Rights Reserved
This project, The Purr Project, is a purpose-driven campaign developed for Felix UAE to raise awareness about cat abuse and promote compassion and responsibility within communities.
Built on the insight that stray cats are often overlooked, the campaign encourages small actions—such as feeding, reporting, and adoption—to create meaningful impact.
Through emotional storytelling, digital platforms, and initiatives like #ProtectThePurr, the campaign engages audiences while repositioning the brand as an advocate for animal welfare, supported by partnerships with organizations like Furrballs UAE.
Overall, it reflects a strategic blend of purpose, creativity, and community-driven action to drive both awareness and real-world change.
