The Humane Society of Northwest Montana has proven the wisdom of the old adage that there’s no such thing as bad publicity.

After unleashing a flurry of criticism, the society’s 2009 “Grin and Bare It” calendar outsold all previous calendars just as the recession hit in November 2008.

“It’s kind of a delicious irony,” board member Brad Seaman said with a laugh. “With all the attention, we sold more than any prior calendars.”

The 2009 calendar featured pets accompanied by people in tasteful nude poses.

According to local Humane Society Director Lori Heatherington, the organization tripled calendar sales compared to the previous year’s calendar that carried traditional photographs of shelter animals.

The “Grin and Bare It” calendar raised about $12,000 to help care for dogs and cats at the Charlotte Edkins Animal Adoption Center.

Now they’re at it again — with a 2010 calendar featuring pastel illustrations of pets au naturel — but without the local veterinarians and board members in the buff that  got tongues wagging and fur flying last year.

The controversy last year caught the humane society off guard since the photos only suggested nudity.

“It wasn’t the first time it had been done and we thought people would get the joke,” Seaman said.

A story and photo in the Inter Lake prompted a lot of reader comments but, according to Heatherington, only a few critics called the adoption center. Members of the public cast the deciding votes with their pocketbooks, making “Grin and Bare It” a runaway best seller.

“It was amazing how many people called to say, ‘I love your calendar and, if you want, I’ll volunteer to be in it next year,’” Heatherington said.

Because of the success of the 2009 calendar, she said she can’t say they won’t ever do another “Grin and Bare It” but they strive to have a unique calendar each year. The 2010 calendar dubbed “Paws & Claws” returns to a more traditional theme but from an artist’s perspective.

“Jane Kleinschmidt did pastel illustrations for us,” Heatherington said. “She’s quite the animal lover as well.”

Kleinschmidt, a local artist, created portraits of 12 rescued animals plus Cheng Lei, the cover cat with enchanting blue eyes. Cheng Lei remains available for adoption.

“He’s still in house,” Heatherington said. “He’s a handsome, handsome boy but he’s an independent boy.”

Miss May, a long-hair gray-and-white cat named Collette, also is looking for a home. According to Heatherington, Collette rules the conference room at the adoption center where she and some other felines get to range freely.

“It really helps their dispositions,” she said.

Jake, a pointer mix that became Mr. September, has high hopes for a pending adoption but remains at the adoption center. Heatherington described Jake as high-energy.

“He has to have someone who understands he needs to be walked and taught manners,” the director said. “He’s been at the facility for two years.”

Several of the calendar pets represent adoption success stories including Nela, Bitsey and Violet, the January, March and July cats. Kleinschmidt and her family members adopted calendar dogs Sadie, Dru and Shadow as well as the October black cat Jose.

Kita, the August dog, Mr. November, a precious pug, and December’s Santa-hatted basset hound Elmo also now live happily ever after in new homes. But homeless dogs and cats still fill all the space at the Humane Society of Northwest Montana.

The center maintains a waiting list of people who need to surrender their pets for adoption. Heatherington said many lost their jobs, then their homes and can’t find a rental that will accept their pets.

“It would just break your heart,” she said.

With the downturn in the economy, the adoption center had to put expansion plans on hold. Like other nonprofits, the Humane Society depends on donations and the success of fundraising activities such as the calendar, which sells for $15.

According to Heatherington, every dollar raised goes to support the rescued cats and dogs. Sponsors paid the costs associated with producing the calendar.

Through December, Heatherington said people who buy two calendars get a third calendar free. The Humane Society also has produced matching note cards to go along with the calendar this year.

“It is the perfect gift,” she said.

People may buy the calendar, note cards and other merchandise to support The Humane Society of Northwest Montana through its Web site www.hsnwmt.com, at the facility on U.S. 93 north or at more than 20 locations around the valley. For more information, call 752-7297.

Reporter Candace Chase may be reached at 758-4436 or by e-mail at cchase@dailyinterlake.com.