Southern Cross Pet Insurance is teaming up with the New Zealand Veterinary Association (NZVA) to protect cats and dogs from human food and, in doing so, bring together brands and marketers to change pet food safety forever.
‘Paws Off!’, is a new initiative and campaign developed by TBWA\NZ. It will be part of Southern Cross Pet Insurance’s ongoing initiative to identify and address risks to help pets live their best and longest lives.
Recent research from Southern Cross Pet Insurance shows that one in three Kiwi pet owners are in the dark about everyday foods and drinks that could be harmful – or even fatal – to their beloved furry friends.
To combat this, the pet insurer has teamed up with the NZVA to launch the world’s first freely available warning sign to educate people about unsafe ingredients for pets. Free and easy for anyone to use, the label comes with simple instructions and information about what makes certain foods and drinks highly toxic.
CMOs Paws Off! They are invited to show their support by doing so. Icon to pack and share on social media. You can visit CMOs to get the signal and information. pawsoff.co.nz. TBWA\NZ worked with Seachange Studio to create a signage and design system that is agnostic and can be implemented by any relevant brand.
Following the campaign’s first packaging-focused phase, Southern Cross Pet Insurance will raise consumer awareness of pet toxins. Veterinarians provide pet owners with leaflets highlighting food safety messages, which are also available to download and share.
The palm is gone! Film, OOH, PR, Digital & Social, Paws Off! The character is reaching global CMOs and brands with examples of how to use the warning sign.
Shane Bradnick, CCO at TBWA\New Zealand, said: “We are really proud to be launching this unique project with our partners Southern Cross Pet Insurance and NZVA. We hope the warning sign is adopted by celebrities far and wide to help educate everyone on items that can make our pets sick. About Paws Off! We’ve had inspiring conversations with many well-known brands and businesses, and I’d like to invite anyone in the food and beverage industry to get in touch and support Paws Off. somehow. Seachange Studio did a great job working with us to create a signage and design process that was easy to implement and use.
Bridgette Muir, head of product and marketing at Southern Cross Pet Insurance, said: “This project is completely intuitive and has the potential to make a real difference, helping more pets live their best lives for longer. We require manufacturers, suppliers and retailers to use the logo on their packaging and communications. So, we’ve put it to the test for all food and beverage brands. Alongside this, we have a strong campaign to educate people about what is safe and not for their pets. It will make a difference in the safety of thousands of pets.
Sally Corey, Head of Veterinary Services, Companion Animal, New Zealand Veterinary Association, said: “Knowing what is safe and what is not is extremely important. Southern Cross has shared with us some alarming numbers regarding the amount of claims paid for the consumption of chocolate, raisins and related items in the last 12 months. The road to recovery is expensive, especially if you don’t have pet insurance to help pay for the treatment.”
*SCPI conducted an online survey of 1,000 New Zealanders, aged 18+, conducted by Pure Profile.
Client: Southern Cross Pet Insurance
Agency: TBWA/New Zealand
Social: Eleven NZ
Design Agency: Seachange Studio
Media Agency: MBM NZ