National Vaccination Month
More CIPR awards were secured, together with a place on the PRCA shortlist, for our work with former client Intervet / Schering Plough on National Vaccination Month. Following a decline in the number of vaccinated dogs, cats, rabbits and horses, the objective of the campaign was to raise awareness among the pet-owning public of the importance and necessity to vaccinate their animals to protect them against various diseases and encourage them to visit their local vet practice.
YouGov research into vaccination levels provided data for the campaign while recruiting Kate Humble to spearhead the Month helped with media cut-through and engaging the consumer. Case studies were also gathered to add colour and emotion covering real pet owners’ experiences of devastating disease in unvaccinated pets.
During the month-long campaign we secured 400 pieces of coverage including two national television broadcasts and 29 radio interviews.