Adoption Live: Adoption Live, Outdoor

A nationwide cat crisis is unfolding in Finland where over 20,000 cats are abandoned each year and animal shelter resources are stretching thin. Now Nordics’ largest pet store chain Musti Group is launching Adoption Live, the world's first fully live-streamed outdoor campaign to help solve the problem. The nationwide campaign allows people to kick off their pet adoption process via billboards that broadcast live to animal shelters and aims to connect pets with their new forever homes.

While the ongoing cat crisis in Finland is alarming, it's important to recognize that the issue extends globally. According to the International Organization for Animal Protection, an estimated 4 million cats are euthanized in animal shelters worldwide every year. The current situation places immense pressure on animal welfare organizations, with many operating at full capacity.

Adoption Live aims to find new homes for as many pets as possible together with SEY Animal Welfare, Finland’s largest animal welfare organization. At the same time, it encourages people to support SEY and its member organizations through various means.