Using PR to raise awareness about flea and tick prevention with MSD Animal Health and StreetVet

Challenge

To encourage pet owners to have conversations about year-round flea and tick protection by expanding MSD Animal Health’s reach to pet-owner facing press for the very first time.

As a global animal health provider, MSD Animal Health is no stranger to PR — having previously landed coverage across vet, agricultural and medical trade media titles.

Our brief was to take their PR to the next level by shining light on an importance partnership with StreetVet and create a narrative that would engage pet owners across the nation.

Solution

When we heard more about MSD Animal Health’s partnership with StreetVet, we knew exactly what to do.

In a nutshell, this partnership enabled StreetVet to offer free essential veterinary care to the pets of those experiencing homelessness in the form of year-round flea and tick protection, which was donated by MSD Animal Health.

A great initiative which needed to be communicated in a way that would resonate with the average pet owner in the UK… Enter Leopard Co!

We created a PR campaign which revolved around:

• Creating an uplifting narrative that would convey the impact of this partnership and raise awareness about the flea and tick protection, whilst remaining relevant for the news agenda

• Enlisting PA media to support with the creation of engaging imagery to bring the story to life with an on-site media day in Cornwall

• Securing high-profile celebrity ambassador, Julia Bradbury, to amplify the campaign by engaging with media interviews, attending the media day, and creating social media content