We came across a surprising fact: reading is proven to soothe shelter cats in need of some care and attention.
So we developed a collaboration between Felix and the Government Department for Education, Clever Cats Club, which consists of physical reading sessions and a listening app to incentivise reading practise for children by involving shelter cats.
Clever Cats Club benefits both parties. A quarter of UK Primary School leavers are unable to read to the required level due to lack of practise outside of school. It also provides Felix with an opportunity for content and unique, feel-good discussion around the brand.