A bright pink cat with persuasive powers managed to convince the judges of this year’s Campaign Media Awards to give it first prize in the Public & Charities category.

The 2021 ‘Hypnocat’ campaign,  launched by Material Focus and aimed at getting UK consumers to recycle their electricals, was said to have tackled the issue with a modest media budget, but delivered outstanding results, demonstrably driving recycling and reducing electrical wastage in the UK.

The marketing initiative was fronted by a bright pink feline, called Hypnocat, which had swirling, hypnotic eyes and commanded consumers to recycle their electricals.

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