The National Pet Wellness Month public service announcement for the fall 2005 "Is Your Cat Healthy" campaign has won several marketing awards.
The announcement "Cats Hide Illness" was released by the AVMA and Fort Dodge Animal Health and produced by Latorra, Paul & McCann Advertising. The announcement helped raise awareness about the importance of regular veterinary care for pet cats.
The National Agri-Marketing Association awarded "Cats Hide Illness" the Best of NAMA Award in the Companion Animal Public Relations Campaign category. The announcement also received a Merit Award in the Companion Animal Broadcast Advertising category.
The NAMA awards recognize excellence in agricultural marketing communications. The 2006 competition attracted approximately 1,230 entries overall at the regional level, and 502 entries advanced to judging at the national level. Awards were presented in 69 categories.
"Cats Hide Illness" also earned a Bronze Telly Award in the TV Commercial Public Service Announcement category. The Telly Awards honor outstanding local, regional, and cable TV commercials and programs, as well as the finest video and film productions. With more than 200 categories, the Telly Awards received 12,000-plus entries in the 26th annual competition.
The campaign aired on 535 radio or TV stations nearly 90,000 times, potentially reaching 400 million listeners or viewers.
"Public outreach is very resource-intensive," said AVMA President Henry E. Childers. "The AVMA can reach the millions of people necessary to affect public opinion only with the help and support of generous industry partners like Fort Dodge Animal Health."
"Our National Pet Wellness Month program has been embraced by the profession because it helps veterinarians provide better care to their patients," he continued, "and it has been embraced by the public because they are demanding greater levels of care."
"Cats Hide Illness" can be found online by visiting the National Pet Wellness Month Web site at www.npwm.com, and clicking on "Is Your Cat Healthy?"