• by Tanya Gazdik , December 10, 2019

Church & Dwight Co., Inc., the maker of Arm & Hammer brand cat litter, is launching a program that aims to aid cat shelters nationwide. 

“Feline Generous” is an online platform that connects people to shelters to help increase adoption and generate product and monetary donations, including access to shelter-specific Amazon Wish Lists.

The effort includes a microsite with a section called “Tails of Love” featuring cat adoption stories. Two social videos, "Stories" and “Facts,” promote the program.

The company aims to celebrate the “unsung heroes who work tirelessly at community cat shelters,” says Rebecca Blank, group brand manager, Arm & Hammer Pet Care. “Feline Generous offers thankful pet owners and cat lovers an engaging way to celebrate the incredible work that shelters are doing.”

Local cat shelters from all parts of the country, including New Jersey, California, Texas, Washington, Delaware and Illinois, have been among the first selected, just in time for the holidays. The company surprised each shelter with a donation of 1,000 pounds of cat litter.

“Arm & Hammer has been committed to supporting animal shelters through monetary and product donations,” Blank tells Marketing Daily. “We're proud to say that in the last five years alone, the company hasdonated $660,000 and over three million pounds of cat litter to support animal rescue and adoption. Now we’re excited to be launching the Feline Generous platform to connect people with a network of animal shelters to help increase adoption and generate even more donations.”

The company recently donated $40,000 to two shelters after a video by cat rapper iAmMoshow dramatically surpassed the original goal of 2 million views.

“Our previous campaigns with iAmMoshow celebrated the special relationship between pet owners and their cats,” Blank says. “The Feline Generous campaign showcases the same passion for cat love, but celebrates the joy that comes from adopting a cat and therefore empowering cat lovers to give back to their neighborhood shelter in return.”

Feline Generous is an ongoing initiative that will continue into 2020. Shelters can apply to be added at any time by emailing their Amazon Wish List link, contact info, and shelter logo to FelineGenerous@churchdwight.com