Be Lungworm Aware campaign 2014
Lungworm is a parasite that is potentially fatal in dogs but can be prevented as a part of a monthly regular flea and worm treatment.
The creative reflects the strong bond that pets have with their owners and how the loss of a pet through a totally preventable disease can devastate families. The concept of ‘shattering lives’, tearing lives apart’ was applied across all channels.
The TV commercial had over 200,000 combined views on YouTube and vets saw a 78% rise in dog owners asking about lungworm, with 86% of vets now mentioning lungworm in routine check ups.
The challenge throughout was that as a prescription only product, the brand Advocate cannot advertise directly to the general public. The sympathetic execution ensured the message was as relevant to the veterinary professionals as to the general public.