EWING,
N.J., July 17, 2024 /PRNewswire/ -- ARM &
HAMMER™ Cat Litter and the ASPCA® (The American Society
for the Prevention of Cruelty to Animals) celebrated Adopt a
Shelter Cat Month in June by unveiling
AI-generated "Purrsonality Pics" during the ASPCA's
virtual cat adoption event. Using generative artificial
intelligence (AI), ARM & HAMMER Cat Litter provided playful and
captivating cat portraits based on each cat's individual
personality to enhance connections with potential adopters. The
event helped increase awareness for these lovable cats and ARM
& HAMMER Cat Litter's online match campaign raised $200,000 in 72 hours for the ASPCA.
Cats often have complex personalities that are hard for shelters
to convey to potential adopters. In unfamiliar surroundings like a
shelter, cats may appear scared, leading to adoption photos that
don't reflect their true nature. To address this, ARM & HAMMER
Cat Litter and its creative agency, Razorfish, built an AI tool to
generate thumb-stopping cat portraits that capture people's
attention and hearts while scrolling. The AI "Purrsonality Pics"
highlight the unique charm of each cat, making it easier for cat
lovers to connect with them at a glance.
"Purrsonality Pics uses AI to reveal the unique personalities of
shelter cats in ways traditional photos can't," said Jamie Perruquet, SVP Executive Creative Director
at Razorfish. "By conveying each cat's authentic character—whether
it's playful, curious, feisty, or affectionate—this tool helps
potential adopters connect more deeply, leading to better adoption
matches. It's a powerful example of AI being used in a creative way
for good and gives otherwise overlooked shelter cats a greater
chance at finding their new families."
The ASPCA and ARM & HAMMER Cat Litter will be co-hosting
their third virtual cat adoption event featuring several more
Purrsonality Pics on Wednesday, July 24,
2024 on Facebook and Instagram.
"We have so many wonderful cats in our New York City and Los Angeles foster and adoption programs
waiting to find loving homes, but it can be difficult to grab
people's attention on social media and effectively showcase the
cats' wonderful personalities," said Christina Wyman, Vice President of Cause
Partnerships at the ASPCA. "During our virtual adoption events, cat
lovers appreciated the heartwarming characteristics of our cats
displayed in their Purrsonality Pics and prospective adopters were
able to gain a sense of who the cats were prior to meeting them in
person. This resulted in more visibility for a handsome cat named
Torta, who was adopted in early July."
According to the ASPCA, approximately 3.2 million cats enter
U.S. animal shelters and rescues nationwide yearly, but only 2.1
million cats are adopted each year. This is one reason ARM &
HAMMER created its Feline Generous
program, with initiatives throughout the year dedicated to helping
shelter cats find loving homes, especially those that are
overlooked due to age, appearance, or misunderstood personality. In
addition to the work with the ASPCA, the ARM & HAMMER Feline
Generous program will donate $50,000
to help shelter cats find loving homes.
"ARM & HAMMER Cat Litter is honored to have partnered with
the ASPCA on our Feline Generous
program since 2018, and more recently, to leverage AI to help
elevate such a meaningful cause," said Carly Catalano, Associate Director, ARM &
HAMMER™ Pet Care. "We're always looking for new ways to shed light
on cat welfare organizations and help them find loving homes for
their cats. Purrsonality Pics make the process of creating adoption
profiles easier for shelters and our hope is that it will help
connect more cats with loving families even faster."
To see more AI-generated Purrsonality Pics or for more
information about adopting a cat through the ASPCA, please
visit this page or aspca.org/adopt.
About ARM & HAMMER™
For more than 170 years, ARM
& HAMMER™ Baking Soda's familiar orange box has been a trusted
fixture in both the refrigerator and home. The brand was founded in
1846 when Dr. Austin Church and
John Dwight began to produce and
sell sodium bicarbonate under the ARM & HAMMER™ brand name.
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
name. To learn more follow us on Facebook.
About the ASPCA®
Founded in 1866, the ASPCA® (The
American Society for the Prevention of Cruelty to Animals®) was the
first animal welfare organization to be established in North America and today serves as the nation's
leading voice for vulnerable and victimized animals. As a 501(c)(3)
not-for-profit corporation with more than two million supporters
nationwide, the ASPCA is committed to preventing cruelty to dogs,
cats, equines, and farm animals throughout the United States. The
ASPCA assists animals in need through on-the-ground disaster adn
cruelty interventions, behavioral rehabilitation, animal placement,
legal and legislative advocacy, and the advancement of the
sheltering and veterinary community through research, training, and
resources. For more information, visit www.ASPCA.org, and
follow the ASPCA on Facebook, Twitter, X, Instagram and
TikTok.
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SOURCE Church & Dwight Co., Inc.