The ARM & HAMMER™ Feline Generous Program Celebrates Purrfectly Impurrfect Cats Living “Happily Furever After” and Hosts a Photo Contest for Five Eligible Shelters to Win $10,000 Each!

The ARM & HAMMER™ Feline Generous program just kicked off its “Happily Furever After” campaign to celebrate purrfectly impurrfect shelter cats who have been adopted and are thriving in their loving homes. Now through Thanksgiving cat lovers who have adopted a shelter cat that may have otherwise been overlooked due to age, appearance or misunderstood personalities are invited to share their own “happily furever after” by uploading a photo/video of their purrfectly impurrfect shelter cat on

The Happily Furever After campaign marks the largest single donation Feline Generous has made to date. In December, five winners will be selected to receive a year’s supply of ARM & HAMMER™ cat litter and each eligible shelter will be awarded $10,000 for a total of $50,000!

Purrfectly impurrfect shelter cats are often overlooked for adoption due to age, illness, appearance, or misunderstood personalities. They also typically require a little extra patience and care to get acclimated in their new home. For example, they may need some modifications to overcome a physical limitation or extra time in their own room to get familiar with their new surroundings.

“An extremely important part of adopting a purrfectly impurrfect cat is to make the transition home as stress-free as possible and to establish a safe environment that will meet your cat’s individual needs so they can thrive,” said Pam Johnson-Bennett, Certified Cat Behavior Consultant. “This may include doing a gradual introduction and adding another litter box if you already have a cat, to avoid conflict or using sound-generating toys if your cat is blind or visually impaired. It’s important to remember cats are amazingly adaptable and easily learn to adjust which means with TLC and a little patience, you can help your cat live happily furever after.”

“The Feline Generous mission is to raise awareness around why purrfectly impurrfect cats make such wonderful pets and to help them find great homes,” said Michael Daif, Associate Director, ARM & HAMMER™ Pet Care. “This includes making sure that they are set up for success when they arrive at their new home. We’re thrilled to celebrate the many cat lovers and shelters that have gone above and beyond to put in the extra time, love and support to give purrfectly impurrfect cats the happily furever after they deserve.”

To follow the conversation online use #FelineGenerous #HappilyFureverAfter.

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