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TV Advertising Campaign For Pet Smile Month

15 years ago

27th September, 2006 00h00

pet-smile-month-logo-2006.gifA major TV advertising campaign aimed directly at driving clients into veterinary practices is to hit prime-time viewing slots during September. The million pound television campaign, to be run in conjunction with Pet Smile Month 2006, aims to raise client awareness of the importance of veterinary dentistry and promote the importance of the relationship between client and veterinary practice. Predicted figures indicate that the television advertising campaign alone will be seen by an estimated 70 per cent of the pet owning public at least twice in the three weeks of airtime. Pet Smile Month spokesman and founder, veterinary surgeon Bob Partridge, claims the combined coverage represented by the TV campaign and print advertising over the same period represents an "Unheard of level of support for the veterinary profession that is directly aimed at driving clients into veterinary practices," To fully benefit from the advertising campaign, veterinary practices need to register to Pet Smile Month and commit themselves to providing complimentary dental checks to cats and dogs throughout September. An annual event since 1998, Pet Smile Month 2006 has been sponsored by Royal Canin, Petplan and Pedigree. Registered practices can order goody bags, supplied by the sponsors, for distribution at free dental check-ups during the month, as well as leaflets and a poster to promote the event. As well as the obvious dental benefits of the campaign, Mr Partridge believes the advertising will present a number of other opportunities to veterinary practice. He said: 'A large number of people that have actually dropped out of the care of veterinary practices will actually take this opportunity to bring their animal in and have a free dental check-up, which is excellent news - it means that they are making contact again with the veterinary profession, so there's an opportunity for us to re-bond them into our practices." He went on: "From our pets' point-of-view, not only do they get the health benefit of a vet looking for dental disease and sorting out the most common causes of infection, but there's the opportunity for vets to say: 'Well, actually, Fido needs his kennel cough vaccine' or his distemper or parvo booster, or 'Hold on, you haven't wormed him for the last three years' and 'How about those fleas?'. There's an opportunity for the wider health care as well as the specific dental aspect." According to Mr Partridge, the Pet Smile check can easily be carried out by vets, nurses and suitably qualified support staff members alike. It can also involve participating in the Pet Smile survey which aims to give an indication of the state of oral health in the UK. He said: "The other bit of good news is that we will enter all of the survey forms into a prize draw, and the veterinary practice whose card is drawn at the end of the day will win £3,000 worth of air-driven dental equipment supplied by Kruuse." Clients will be able to fine their local participating veterinary practice by clicking on the map of the UK at and entering their postcode. Pet Smile Week. The website also provides information on dental care and treatment, including on diet and tooth brushing techniques.

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