“Purrfectly Impurrfect” Campaign Aims to Find Forever Homes for Cats

Church & Dwight Co., Inc., the maker of ARM & HAMMER Cat Litter, today announced the launch of its “Purrfectly Impurrfect” campaign to help all cats find forever loving homes. Between now and Nov. 30, cat welfare organizations and cat lovers are invited to nominate any shelter cat(s) who are being overlooked by submitting a photo or video and a brief description of why their feline is “purrfectly impurrfect” and 100 percent lovable. In addition to raising national awareness for these cats, the first 100 nominations will receive $100 worth of ARM & HAMMER cat litter. Shelters will also have a chance to be one of three winners to receive $10,000 each, plus professional counseling services provided by Pam Johnson-Bennett, Certified Cat Behavior Consultant. Cat lovers are invited to help spread the word to their local shelters to make a nomination and can browse the Feline Generous site to adopt and share nominations using #FelineGenerous #Contest.

In early 2020, when Perdita AKA “The World’s Worst Cat” caught the internet’s attention for her feisty behavior at Mitchell County Animal Rescue, ARM & HAMMER Cat Litter quickly stepped in to make sure she had the best chance for a smooth transition into her new furever home by offering counseling services from Pam Johnson-Bennett.

“Pam’s work with Perdita helped acclimate her to a new environment, but also proved that there really is no such thing as a ‘bad’ cat,” said Rebecca Blank, Group Brand Manager, ARM & HAMMER Pet Care. “We’re excited to build on that success and offer the same opportunity to other cats in shelters across the country who may be passed by because of their age, appearance or misunderstood personalities. ARM & HAMMER supports celebrating felines’ impurrfections and believes every cat deserves a loving home.”

In early December 2020, the following cat experts will select three cats as winners for the ARM & HAMMER Cat Litter “Purrfectly Impurrfect” campaign:

• IIona Rodan, DVM, Certified Feline Specialist and Cat Behavior Consultant, Director of Cat Behavior Solutions – Ilona is a cat veterinarian and international speaker and author and the co-editor of a veterinary behavior textbook, “Feline Behavioral Health and Welfare.” She is a recipient of the American Veterinary Medicine Association’s annual Animal Welfare Award for her leadership and contributions to advancing feline welfare.
• Pam Johnson-Bennett, Certified Cat Behavior Consultant – Pam is a best-selling author of 8 books on cat behavior. She starred in the Animal Planet series Psycho Kitty and has been featured as an expert contributor on Yahoo, iVillage, Modern Cat, The Daily Cat, Cat Fancy and more.
• Amber Lowery, Executive Director of Mitchell County Animal Rescue – Mitchell County Animal Rescue is dedicated to protecting, rescuing and caring for abandoned and unwanted animals and placing them in loving homes. Perdita was adopted from this shelter in early 2020.

“I’m honored to be a part of this ARM & HAMMER initiative to remind people how much joy ‘purrfectly impurrfect’ cats can bring to our lives,” said Pam Johnson-Bennett, Certified Cat Behavior Consultant. “It’s important to remember a few things, cats are amazingly adaptable and easily learn to adjust to physical limitations and most cat behavior challenges are based on misreading what a cat is saying and assuming an action is deliberate disobedience. And when it comes to adopting a senior cat there are many advantages, such as the ability to see its established personality.”

Feline Generous (http://www.felinegenerous.com) is an online platform that easily connects people to a network of local cat shelters across the country to help increase adoption and generate product and monetary donations, including access to shelter-specific Amazon Wish Lists. Feline Generous is meant to inspire cat lovers to celebrate the joy that comes from adopting a cat by giving back to local shelters that make cat adoption possible in return. If you’re a cat welfare organization interested in joining the network simply email your Amazon Wish List link, contact info and the shelter’s logo to: FelineGenerous@churchdwight.com.

For Rules & Regulations of the “Purrfectly Impurrfect” campaign and to learn how shelters can nominate as many “purrfectly impurrfect” cats as they would like, click here. To follow the conversation use #FelineGenerous #Contest.