Southern Cross Pet Insurance, together with the New Zealand Veterinary Association (NZVA), is rallying brand names and online marketers to safeguard cats and dogs from human foods that can make them ill and, in doing so, alter the face of animal food safety permanently.
‘Paws Off!’, is a brand-new effort and campaign established by TBWANZ. It will form part of Southern Cross Pet Insurance’s continuous effort to recognize and take on the risks animals deal with to help them live their finest, longest lives.
Recent research study* from Southern Cross Pet Insurance reveals that a person in 3 Kiwi animal owners remain in the dark about the daily foods and beverages which can be damaging – and even deadly – to their precious furry buddies.
To battle this, the animal insurance provider, together with the NZVA is introducing the world’s very first easily available caution sign to inform individuals on active ingredients that are hazardous for animals. Free and simple for any person to utilize, the sign includes easy standards and info around what ensures foods and beverages so hazardous.
CMOs are welcomed to reveal their assistance by using the Paws Off! sign to product packaging and sharing it on social networks. To gain access to the sign and info CMOs can go to pawsoff.co.nz. TBWANZ dealt with Seachange Studio to develop the sign and style system which is agnostic and can be used by any pertinent brand name.
Following the preliminary packaging-focused stage of the campaign, Southern Cross Pet Insurance will be raising awareness among customers around hazardous active ingredients for animals. Veterinarians will get handouts highlighting the food safety messaging to give out to animal owners, which will likewise be available to download and share.
Paws Off! is supported by a completely incorporated campaign consisting of movie, OOH, PR, digital and social, where the Paws Off! character is connecting to worldwide CMOs and brand names with examples on how the caution sign might be embraced.
Says Shane Bradnick, CCO at TBWANew Zealand: “We’re really proud to launch this special project with our partners at Southern Cross Pet Insurance and NZVA. We hope the warning symbol is adopted by brands far and wide to help educate all humans on items that have the potential to make our pets sick. We’ve already had encouraging conversations with lots of brands and businesses about Paws Off!, and I’d like to invite anyone in the food and drink industry to reach out and support Paws Off! in some way. Seachange studio also did an awesome job working with us to create the symbol and design system so it can be easily applied and used.”
Says Bridgette Muir, head of item and marketing, Southern Cross Pet Insurance: “This project is entirely insight-led and has the potential to be truly transformational, helping more pets live their best lives for longer. We want manufacturers, suppliers and retailers to use the symbol on their packaging and in their communications. So, we’re laying it down as a challenge to all food and beverage brands. Alongside this we have a strong campaign educating people on what’s safe and what’s not for their pets, meaning Paws Off! will make a difference to the wellbeing of thousands of pets.”
Says Sally Cory, head of veterinary services, buddy animal, New Zealand Vet Association: “Knowing what’s safe and not safe is super important. Southern Cross has shared some worrying numbers with us around the volume of claims paid out for consumption of chocolate, raisins, and related items over the last 12 months. The road to recovery is an expensive one, especially if you don’t have pet insurance to help foot the bill for treatment.”
*SCPI carried out online research study with 1,000 New Zealanders, aged 18+, carried out by Pure Profile.
Client: Southern Cross Pet Insurance
Agency: TBWA/New Zealand
Social: Eleven NZ
Design Agency: Seachange Studio
Media Agency: MBM NZ
