The ARM & HAMMER™ Feline Generous Program Launches “Unsung Heroes” Awards to Celebrate Staff and Volunteers at Cat Welfare Organizations and A Chance for Shelters to Win $30,000

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Shelter cats are often overlooked during adoption because of their age, appearance, or misunderstood personality. In many cases, the staff and volunteers work behind the scenes to work miracles and make sure these absolutely unclean cats meet their physical, medical, and emotional needs.

“Usually completely unclean cats spend more time in shelters before they are adopted Pam Johnson-Bennett, certified behavioral advisor for cats. “It’s amazing how one small gesture can make a huge difference to a cat who may be facing a physical, medical, or emotional challenge. Make sure their favorite toys are easily accessible in their cage to give them extra Giving attention and affection or making a positive impact. ” bio to help people see beyond a cat’s blemishes are great examples of unsung heroes going the extra mile in animal shelters. “

A winner will be selected from each of the three Unsung Heroes Awards categories:

  • Compassion (price: $ 7,500) – A staff member or volunteer who showed tenderness, patience, and special care with totally unclean cats to ensure they received extra comfort and attention. Examples include; Helping physically challenged cats have easy access to items in their cage, educating other staff / volunteers about ways to provide comfort, focusing on building the cats’ trust through extra play time and affection, etc.
  • Creativity (price: $ 7,500) – A co-worker or volunteer who carried out the most creative solution to comfort a totally unclean animal shelter cat or to find a forever home for it. Examples include; Customizing a cage or designing an accessory / toy / object, creating a sensitive and positive bio to help potential adoptees see beyond the “imperfections”, host a creative adoption event or social media campaign, etc.
  • AdvoCAT of the year (price: $ 15,000) – A staff member or volunteer who embodied both compassion and creativity towards totally unclean animal shelter cats and who served as an outstanding advocate for this cause outside of their animal shelter. Examples include; Educate other staff / volunteers and their wider community on how lovable and adoptable totally unclean cats are, to play a big role in finding a forever home and follow up after adoption, to hold community adoption events that focus on totally unclean cats Cats focus, etc.

“Our mission for Generous cat is to raise awareness of why totally unclean cats are such wonderful pets to help them find new homes, “said Rebecca Blank, Group Brand Manager, ARM & HAMMER ™ Pet Care. “We’re excited to recognize and celebrate the unsung heroes who have tremendous advocacy hearts and love for absolutely unclean cats every day, even after their shifts is. They deserve recognition, and we hope that by sharing their best practices, they will inspire others to help overlooked shelter cats in their community. “

Meet our judges
In early December, a panel of cat experts will help select the three winners of the ARM & HAMMER ™ Feline Generous Unsung Heroes Awards:

  • Rhonda Heath, Board Member and Past President of the Colonial Capital Humane Society – Shelter Winner for the Feline Generous ‘Purrfectly Impurrfect’ 2020 Campaign. CCHS is committed to providing abandoned, abused, and neglected animals with a safe and caring environment while they are on their eternal homes wait.
  • 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 co-editor of the veterinary behavioral textbook “Feline Behavioral Health and 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 on Yahoo, iVillage, Modern Cat, The Daily Cat, Cat Fancy, and more.

The ARM & HAMMER ™ Generous cat is an online platform that easily connects people to a network of local cat shelters across the country to increase adoption and generate product and cash donations, with a particular focus on cats that tend to be overlooked due to age, illness, appearance, or misunderstanding become personalities. If you are a cat protection organization interested in joining, simply email your contact details and the shelter’s logo to: [email protected].

For Unsung Heroes Awards rules and regulations, and to learn how animal shelters and cat lovers can nominate as many unsung heroes as they wish, please go to and fill out an application November 20, 2021. The winners will be announced in December 2021.

To follow the conversation, use #FelineGenerous #UnsungHeroes.

About ARM & HAMMER ™
For more than 170 years, the well-known orange box from ARM & HAMMER ™ baking powder has been a reliable part of both the refrigerator and the household. The label was founded in 1846 when Dr. Austin Church and John Dwight started manufacturing and selling sodium bicarbonate under the brand name ARM & HAMMER ™. Today, Church & Dwight, Co., Inc. manufactures a variety of cleaning, freshening and deodorizing products for the home, family, pets and body under the iconic ARM & HAMMER ™ brand. More information is available at Follow @armandhammercat to learn more or visit

About Church & Dwight Co., Inc.
Church & Dwight Co., Inc., based in Ewing, New Jersey, manufactures and markets a wide range of personal care, household and specialty products under the ARM & HAMMER ™ brand and other well-known brands such as OxiClean ™.

SOURCE Church & Dwight Co., Inc.