Case Study: How a PR Campaign Nearly Doubled Petition Signatures for Cats Matter Charity

PR Fire was approached by the Cats Matter campaign group seeking support for their parliamentary petition. This petition needed to get 100,000 signatures to be considered for debate in the UK Parliament.

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  Industry: Charity PR
  
• Location: UK
• Customer: New Customer

Services Used

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Case Study Summary

Ordering: Cats Matter Digital PR Campaign Consultation and Overview

PR Fire was approached by the charity Cats Matter to support its parliamentary petition campaign.

The petition aimed to reach 100,000 signatures in order to qualify for debate in the UK Parliament. Cats Matter’s mission focuses on improving legal protections for cats on UK roads, specifically advocating for a change in the law that would require drivers to report collisions involving cats rather than leaving the scene.

Following an initial consultation, the PR Fire team developed a targeted PR strategy designed to maximise visibility and engagement. This included the distribution of tailored press releases aimed at local, regional, and national media outlets, alongside boosting impact through Google News indexing sites to increase reach and search visibility.

The campaign’s objective was to raise public awareness of the petition, expand media coverage, and support Cats Matter in building the momentum required to achieve the 100,000-signature threshold for parliamentary consideration.

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 media contacts sent the release

Distribution List

Prioritising relevancy over list size our goal is always to create a custom media list for each and every campaign we work on, We have an active database of 1.8 million media professionals spanning 200 countries, including journalists, bloggers, influencers, and podcasters. 

This release was sent to 482+ national, regional and local titles media contacts, including The Daily Mail, Dogs Today, The Daily Telegraph, Rescue and Animal Care Online, The Daily Telegraph, The Sun, Yorkshire Times, Pet Gazette (Online), “Cats Kids Chaos” and the Daily Star. 

The press release gained organic coverage from titles such as:

• Express
• The Mirror
• MSN
• Chronicle Live
• Nottingham Post 
• Glasgow Live
• Wales Online
• Birmingham Mail
• Daily Mirror
• DerbyTelegraph

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combined traffic of the Google news approved sites

Guaranteed Media Publishing

We offer a wide range of local, regional, national, and global editorial, sponsored, and syndication media options designed to support publication and visibility across multiple platforms including Google News–indexed sites and SEO-focused placements.

Our team works directly with the media sites to ensure content is distributed as unique, high-quality content. This approach is intended to support best practice SEO performance.

The sites selected for this release focused on regional coverage and had a combine traffic amount of 1.5K:

• Business London Press
• Business Manchester
• ZNews
• Business Lancashire
• Business Cheshire

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signature achieved at the end of the campaign

Results

The campaign generated significant coverage across both national and regional media, substantially increasing awareness of the charity and its petitions.

The primary objective was to reach 100,000 signatures to trigger a parliamentary debate. By the time the petition closed, it had achieved 189,192 signatures (nearly double the required threshold) securing a date for a debate in the UK Parliament.

The CatsMatter petition has now become not only the largest petition of its kind, but the largest cat welfare petition in UK history to reach Parliament.

This result represented a major success for Cats Matter, demonstrating the impact of coordinated media outreach and targeted press distribution in driving public engagement at scale.

Client Testimonial

“PR Fire were key to getting the issue into the mainstream media, with a clear and demonstrable boost to the campaign after 4th June when the press release went out.”  David Gibson from Cats Matter

Our clients get results

Delivering a seamless digital PR service, our team takes the guesswork out of PR distribution, working across all industries. PR Fire has helped over 10,000 businesses gain widespread media coverage, both guaranteed and organic, and boost their content up the search rankings. 

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