By Angie Block, Brand Experience Integrator – Litter and Glad, Marketing
Last year nearly 2.1 million cats entered shelters, but only about half were adopted, according to data from Best Friends Animal Society. And litter box rejection is one of the top reasons cats are returned to shelters. With a purpose to celebrate moments of connectivity and joy between people and their cats, Fresh Step set out to remove as many obstacles to adoption as possible.
Our program that launched on National Kitten Day in July, featuring cultural darling Jonathan Van Ness, covered all kitten and cat adoption fees for one week at participating Best Friends Animal Society locations and served up educational resources to help set up new paw-rents for success and ensure a smooth transition. We’re prrrr-oud to say that more than 200 cats and kittens found their fur-ever homes as a result!
Lots of paw-some media coverage helped raise awareness of the initiative. There were stories in entertainment outlets, including PopCulture.com, US Magazine, Hollywood Life, Page Six and OK! Magazine. Jonathan posted on his social, too, garnering meow-velous comments and engagement. The effort was fur-ther amplified on Fresh Step’s owned and operated channels, including site, email and social.
We are feline purr-ty proud of all the good that’s come from this program and are excited to continue our efforts helping more cats find their fur-ever homes!