Upload Your Favourite Kitty's Photo to Save Human Lives
It takes $39 to answer a life-saving phone call, $3,500 to train a single volunteer crisis supporter, and this August, purr-fect pussies across the region are stepping up to help cover the bill—one paw at a time.
Lifeline Loddon Mallee has officially launched its 2026 Lifeline Cat of the Year photo competition and fundraiser. Running throughout the month of August, the initiative turns the unconditional love and comfort we share with our feline friends into crucial support for Aussies doing it tough.
While the contest is light-hearted and fun, the financial reality for the local charity is serious.
Lifeline Loddon Mallee receives no direct federal government funding and relies on community generosity to cover 80% of its operating costs.
Last year alone, local volunteer crisis supporters answered more than 22,000 calls on the 13 11 14 national hotline from people experiencing anxiety, loneliness, relationship stress, and moments of acute crisis.
“The campaign celebrates the positive impact pets have on their owner’s mental health, while raising awareness and funds for Lifeline Loddon Mallee’s crisis support and suicide prevention services,” said Lifeline Loddon Mallee CEO Lisa Renato.
“We know there is a special bond between Aussies and their cats, so this is a fun and meaningful way for cat lovers to celebrate the quiet, healing presence of their furry family members while helping a great local cause.”
Top Cats Already Leading the Pack
Local kitties are already filing their "pawsome resumes" online to compete for the crown. Early contenders making waves include:
- Cleo: A gentle rescue Tabby currently ruling the leaderboard.
- Felix the Desk Cat: A local work-from-home companion and regular guest on local radio livestreams.
- Coco the Ragdoll: A floofy princess with attitude, charisma, and a serious swagger.
- Milo: A 10-year-old ginger tom whose favourite thing is soaking up the sun on the verandah and supervising his humans.
Rewards for Furry Fundraisers
Entries are completely free, and your cat doesn't even have to leave their favourite sunspot to make a difference. Owners simply register their kitty online, upload a favourite snap, share their fundraising profile, and collect tax-deductible donations (for amounts over $2) from friends, family, and fellow cat lovers.
To thank participants, Lifeline is offering fantastic milestone rewards:
✔ $100 Raised: Earns an exclusive, custom-engraved "Lifeline Superstar 2026" collar tag personalised with your cat's name.
✔ $250 Raised: Receives a bespoke, hand-crocheted miniature replica of your cat, complete with their very own miniature Lifeline Crisis Supporter headset.
✔ Top Fundraiser: The cat that collects the largest amount of donations will be officially crowned Lifeline Loddon Mallee Cat of the Year 2026 and win an exclusive custom portrait painted by renowned Bendigo artist Rhayven Jane.
In addition to phone support, Lifeline Loddon Mallee delivers practical skills across the region, including Mental Health First Aid, domestic violence awareness, and suicide prevention training.
How to Get Involved
Whether you have a cuddly couch potato or a feisty kitten, you can enter your cat's photo or back a local participant throughout August.
- Enter or Donate: Visit the Lifeline Cat of the Year Competition Page or head to Lifeline Loddon Mallee Events.
- Follow on Facebook: Lifeline Loddon Mallee on Facebook
- Follow on Instagram: @lifelinecatoftheyear on Instagram
Need Support?
If you or someone you know is struggling or in crisis, help is available. Call Lifeline 24/7 on 13 11 14 or text 0477 13 11 14. You don't have to face your toughest moments alone.
