Last year, approximately 2.1 million cats entered shelters, but only about half were adopted, according to Best Friends Animal Society. A leading cause for cats being returned to shelters is litter box rejection. In response, Fresh Step launched a program aimed at making cat adoption easier.
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Initiated on National Kitten Day in July, the program featured Jonathan Van Ness and waived adoption fees for all kittens and cats at participating Best Friends Animal Society locations for one week. It also provided educational resources to help new pet owners ensure a successful transition with their new pets. As a result, over 200 cats and kittens were adopted into permanent homes.
The initiative received extensive media coverage from outlets such as PopCulture.com, US Magazine, Hollywood Life, Page Six, and OK! Magazine. Jonathan Van Ness promoted the program on his social media, generating significant engagement and positive feedback. Fresh Step also enhanced the program's visibility through its own website, email campaigns, and social media channels.
The company is committed to continuing its efforts to help more cats find their forever homes.