Our campaign was split into two parts. Firstly, to educate the audience to see that the problem of worm resistance was one they needed to take seriously, and secondly to position Zolvix as the answer. We achieved this by creating the umbrella identity of ‘Wake up to worm resistance’ which transformed our campaign into an initiative. We ran the educational campaign followed by our Zolvix campaign to communicate its benefit of – Making the invisible visible.
The campaign comprised print and digital advertising. We also provided a social toolkit for vets and for Elanco. Other deliverables included farmer and RAMA animations, advertorials, infographics, pull up banners, self-identification postcards (so farmers could self-identify the behaviours that were leading to worm resistance), as well as an open-letter style DM piece to all sheep farmers.