Campaign: Ramped-Up Solution for Feline Arthritis

Campaign: Ramped-Up Solution for Feline Arthritis

Working for long-time client German pharmaceutical giant Boehringer Ingelheim and its product Metacam, Ogilvy CommonHealth developed an integrated campaign involving digital, direct-to-consumer, representative-driven and unbranded in-clinic activation.

Rebecca Tilly
Posted by Rebecca Tilly

The result was a bronze medal for Ogilvy CommonHealth at the Clio Healthcare Awards – one of only two Australian agencies to be recognised this week at the highly regarded international awards in New York – and a shortlisting at Cannes.

The problem was in trying to illustrate the point that a third of all cats get arthritis. The solution was building wheelchair ramps . . . for cats.

Brightly coloured ramps were built and placed in a busy Sydney park, piquing the interest of passers-by who could use their smart phones to download information about the problem ​ and prompt a visit to their local vet.

Toby Pickford, who led the creative team, said the award was a great win for the entire team.

‘Osteoarthritis is a really common and potentially debilitating problem for cats, but the rules we operate under say that we cannot promote medications to the general public,’ Pickford said. “Consequently we had to work out ​an engaging way to make people aware of the problem and to g​et ​them to recognise the signs.

‘The client was delighted with the result and it’s gratifying to see that a number of international judges have thought the same.’