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About This Project
Summary
AARP’s Real People, Real Stories series celebrates ordinary individuals making an extraordinary impact on their community. Recognizing that animal content resonates strongly with social audiences and the desire to shed light on the high rate of euthanasia in senior animals, we decided to profile Bruce and Terry Jenkins. In their retirement, the Jenkins founded Cats Cradle, a cat sanctuary which has taken in and cared for dozens of older cats, and currently care for over 30 senior cats.
Goals & Objectives
Our objective was to highlight the plight of senior pets in the shelter system and show that with passion and ingenuity, individuals can make a significant impact in their community. By sharing this story, we aimed to inspire others to find similar endeavors that provide purpose in retirement.
Results & Impact
The video was an overwhelming success on Facebook – one of the top two AARP posts of the year and earning nearly 5 million views and over 300K engagements. The success contributed to Cats Cradle raising over $15K for a hospice room and boosting sign-ups for their “Angels” program of monthly donors.
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