Prescribe More Play for America's Canine Arthritis Problem

Publication Date: 2006

Source: SO08 Silver Anvil Award
Product Code: 6BW-0616A03
Organization/Author/Firm: Novartis Animal Health US, Inc.,   Exponent Public Relations
Industry: Consumer Products / Health - Medical - Pharmaceutical
Specialization(s): Integrated Communications
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2006 Silver Anvil Award Winner – Integrated Communications – Consumer Products

When your dog hesitates jumping onto the couch, limps up the stairs or withdraws from family life, is it just old age? Or is it something worse? For 20 percent of adult dogs it signals painful, debilitating arthritis. To ease dogs' pain, veterinarians have options like Novartis Animal Health's Deramaxx that add years of quality to a dog's life. In 2005, Exponent Public Relations championed Deramaxx as the brand for playful dogs with an integrated campaign called "Play More." Using PR, advertising, direct, and Web initiatives, the campaign illustrated how Deramaxx helps dogs get back to their playful selves again.