Project

• Veterinary advertising
• Direct mail
• Consumer advertising
• Support materials

Advocate, manufactured by Bayer, is a comprehensive flea, worm and mite treatment for dogs and cats. In August 2007, Advocate received a new licence claim for the treatment of the lungworm, Angiostrongylus vasorum (AV).

The Challenge

• To educate the veterinary target audience about AV
• Support the launch of a new licence
• Inform about the treatment with Advocate

Overview

A high impact teaser campaign run in veterinary publications using road warning signs to indicate the danger of snails, slugs and frogs. Direct mail was sent to all small animal vets in the UK. Theme – ‘Licensed to Kill’ – as Advocate is currently the only product licensed to treat AV.

Zone also developed support materials including educational leaflets, waiting room posters and an update of the educational post-prescription leaflet.