Purina Cat Chow is partnering with 50 of the brand’s animal shelter partners, one in each state, in an effort to support cat adoptions.
The “Building Better Lives Adoption Drive” aims to help 2,500 shelter cats find forever homes. The effort corresponds with Adopt A Shelter Cat Month, which is held every June.
The brand is encouraging cat lovers to share their cat adoption or rescue story, picture or video online using the #MyRescueStory hashtag. For every #MyRescueStory shared, Purina Cat Chow will help subsidize a cat adoption fee -- with a donation of $30 per cat and up to $1,500 per shelter -- at one of its 50 shelter partners nationwide for a total anticipated donation of $75,000.
The brand also is partnering with celebrity and pet bloggers across the country who will share their personal cat adoption stories throughout the program. Celebrities include Kate Walsh, actress and owner of rescue cats Billy and Pablo; and Mandy Moore, singer, actress and owner of rescue cats Theo, Vincent, Maddie and Addison.
Consumers can also join the conversation about cat adoptions during a Twitter party on June 9 from 8 to 9 p.m. ET. Follow the Purina Cat Chow handle at @CatsOutOfTheBag and the program hashtag #MyRescueStory to participate.
Purina has partnered with pet shelters for several years to improve their physical spaces and provide food and supplies, says Randy Beck, Purina Cat Chow brand director.
“This effort is focused on a shared goal we all have: finding more homes and adopters for these great cats,” Beck says in a release. About 3.4 million U.S. cats are taken in by animal shelters annually and only half of those cats are adopted.
In addition to the donation to each shelter partner, Purina Cat Chow will conduct a $25,000 shelter makeover at the SPCA of Wake County in Raleigh, N.C., one of the brand’s long-standing shelter partners. In total, Purina Cat Chow plans to donate up to $100,000 to its shelter partners.