Most owners believe their cat or dog is a healthy weight, but the scales often tell a different story. For Pet Drugs Online's World Health Week broadcast PR campaign, we turned new research into a story: half of UK cats and dogs, around 8 million, are overweight, yet 76% of owners think their pet is a healthy weight and 60% of pets are never weighed. We put a veterinary surgeon on air across a radio day of interviews, talking listeners through the health risks that come with extra weight. The campaign secured 26 items of radio coverage reaching 2.8 million people, including BBC Radio Norfolk, 97.4 Cool FM and Downtown Radio.
Pet Drugs Online wanted to raise awareness of pet illnesses around World Health Week and position itself as the UK's leading online pet medication provider.
The angle
During World Health Week, research showed half of UK cats and dogs, around 8 million, are overweight, yet 76% of owners think their pet is a healthy weight and 60% of pets are never weighed.
On air
A veterinary surgeon
The result
26 items of coverage reaching 2.8 million, including 97.4 Cool FM, Downtown Radio and BBC Radio Norfolk.
About World Health Week
World Health Week is a week created by Relations Group for UK health, wellbeing and medical brands to share advice on radio, from nutrition and sleep to fertility and dental care. It is separate from the World Health Organization's World Health Day on 7 April. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning a campaign around World Health Week?
The next dates for World Health Week have not been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
