How a Clever Hashtag Saved a Cat

When you work on social media for clients one of the things that makes you (and usually the client) happy is to have a post start trending. I focus on hashtags with my clients and helping them to use hashtags that are meaningful to their business as well as to get the attention of others.

In a previous article in November I mentioned the group of nuns that I work with that are my pro bono clients. Their community in North Philadelphia is in a very violent area not just for humans but also for animals. It is estimated that there are more than 500,000 homeless cats in the city. A great number of them are in some of the most impoverished areas such as where the nuns are.

In early January 2020 a stray cat was dumped at their convent and thanks to the generosity of one of my friends quickly found a home. In early December another cat began making an appearance and really liked Church. He would greet parishioners whether they were on foot or when they parked their vehicle and "walk" them to Church. He was so sweet that the nuns were concerned that he was too sweet for the area. They texted me a photo to get him help the week before Christmas.

Unfortunately it wasn't as easy as last time and my friends in rescue were full and/or had large veterinary care bills and couldn't risk accepting another Philly stray. I had to get creative. I had the nuns take some photos and I coined him the #conventcat. I decided to name him Frank both after Saint Francis of Assisi who is the patron saint of animals as well as honoring my grandfather Frank. My grandfather has done so much to help me with my friends at Saint Veronica and is a secret cat whisperer.

I pushed Frank the #conventcat out on social media and told his story. During the week before Christmas knowing that so many rescues were full I pulled out all of the stops. The hashtag caught on and others began using it to promote Frank. Then the miracle or you could say Christmas miracle happened and I found a rescue to take Frank. The only challenge would be getting someone to transport Frank quickly from North Philly to the rescue in New Jersey. Thankfully a friend found a transporter willing to make a two hour trip each way to Frank's new home in New Jersey.

Unfortunately Frank's journey didn't end there. He had a microchip. After some investigation, it was discovered that Frank's former owner who had him for six years entered into a senior living community that would not allow cats. A neighbor promised to care for him in exchange for a significant amount of money. The neighbor turned out to not be a cat lover and just wanted quick cash. He didn't treat Frank well and realized in late November that Frank had left. We figured out that Frank most likely walked all the way from Upper Darby to my friends at 6th and Tioga which is a heck of a road trip. It explains the injury on one of his paws from all of that walking!

After Frank's second vet visit they discovered cancer. The #conventcat hashtag went to work again to raise funds for Frank. I could not keep up with all of the likes and shares. Thankfully when Frank gets his surgery on Tuesday there have been significant funds raised to help him. Once he is recovered he will go up for adoption. If you would like to learn more about the rescue where he is please visit: https://www.newpawsnj.com/

Why did I focus my monthly article on a cat? First because cats are cool but also because it shows what the right branding can do when you have a plan in place. It might have just saved a cat's life.

Also, because I can't resist sharing a new #conventcat has popped up. We named her Gertie (Gertrude) after the patron saint of cats. I know that the photo isn't great but the nuns leave the social up to me figuring I can edit anything. Gertie would love a home. Could you be part of the nuns next success story?