Following June’s Adopt A Shelter Cat Month, ARM & HAMMER™ Cat Litter and The American Society for the Prevention of Cruelty to Animals (ASPCA®) introduced AI-generated “Purrsonality Pics” at the ASPCA’s virtual cat adoption event. Purrsonality Pics were developed through ARM & HAMMER’s creative agency, Razorfish, and feature engaging and playful cat portraits reflecting each cat’s unique personality, enhancing connections with potential cat adopters. The event drove awareness for adoptable cats, and ARM & HAMMER Cat Litter’s campaign raised $200,000 for the ASPCA within 72 hours.
Per the ASPCA, nearly 3.2 million cats are rescued and placed in animal shelters throughout the United States each year. However, only 2.1 million of those find their forever home through adoption. Because of this, ARM & HAMMER created the Feline Generous program to help shelter cats find placement in loving homes. The Feline Generous program will also give $50,000 to advance the work of the ASPCA.
“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 co-host their third virtual cat adoption event on Instagram and Facebook on Wednesday, July 24, 2024. New Purrsonality Pics will be featured during the event.
“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.”
View AI-generated “Purrsonality Pics” in this June news post from the ASPCA.
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