Publication Date: 2006
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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.
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