Client / Elanco

Saving puppies with the “parvo is poop” campaign.

Elanco launched its first-to-market treatment for canine parvovirus, a deadly disease that affects puppies. We developed and executed the Parvo is Poop campaign to educate dog owners about the disease and spread awareness among veterinarians about the new drug, emphasizing that parvo spreads through contaminated feces. In just three months, the campaign boosted sales by 39%, and helped save 12K+ puppies' lives.

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An estimated 900 dogs per day are diagnosed with canine parvovirus (parvo) in the U.S., most of which are puppies, yet only 44% of dog owners know what parvo is and 20% are completely unaware of the fatal virus.

The reality is that almost nothing matters more to dog owners than their puppy. Veterinarians care about them, too, and feel heartbroken when their best isn’t enough. The tragedy is that only four in 10 consumers know what parvo is or what to look for until it’s often too late. And everywhere they look – even to the veterinarian – they’re told it could be a death sentence with a 91% mortality rate if left untreated.

With Elanco’s new Canine Monoclonal Parvovirus Antibody, there is finally an answer.

Brand Vision: Be the first-choice treatment for parvo-infected puppies, delivering on the promise of getting the puppy back home

Strategic Intent: Create a market by establishing CPMA as the standard of care for parvo-infected puppies

AWARDS:

Parvo is Poop won the Innovation Sabre Award from Provoke Media for the Best use of Data in Campaign Planning and Development. The Innovation Sabre awards serve to recognize innovation - and innovators - with the purpose of driving future development and direction of the public relations profession.

Won it’s second award for PRWeek's Best in Data Application award. Shortlisted THREE times for the PRWeek awards (Best in Healthcare, Best in Community Relations and Best in Data Application.)

Parvo is Poop was nominated as a finalist in PRSA's Silver Anvil Awards for Strategic Award > Public Service > Business category. Of the hundreds of entries, the Anvil Judges deemed Parvo is Poop to have "exceeded an extremely high threshold for quality." The 2025 Anvil Awards will be presented on May 15.

PRWeek's Best in Data Application awardParvo is Poop is a finalist for the Innovation Sabre Awards North America.

CORE MISSION BADGE 1 : Isolated / Sticker + Badge

CORE MISSION BADGE 2 : Lockup / Brand + Badge

Audience Insights / Vets & Pet Owners

Vets and Vet Techs Insights : Lack of motivation

• I don’t see enough parvo (or they refer to specialist)
• Supply - clinics don’t want to wait; people from June 10 on are still on backorder lists
• No placement goal for sales reps, so they are not motivated to sell

Pet Owners Insights : Lack of awareness and education

• 44% of dog owners actually know what parvo is
• 20% have no idea at all what parvo is
• 71% of dog owners are worried about their dogs growing old or dying
• 66% of pet owners are worried about dogs' health
• 58% of pet owners are concerned about the cost of medical care

Shared value : No more puppies should die from parvo. Together, we can defend puppies and defeat parvo.

Web Banner / Collage with Survivor Puppies + Badge & Campaign Elements

Purpose / Motivate

GP veterinarians don’t see a lot of parvo, but when they do, they feel powerless against it. CPMA can change that. Get vets and vet techs to order CPMA because when they do, they save puppies and help those in need.

GOALS : Increase clinic penetration. Increase vet awareness

TACTICS :

• Earned media and paid social
• Evolve trade message to Stop Parvo. Stock CPMA
• Repackage trade show, roundtables and CE to highlight product confidence
• Integrate into “Betterinarian” outreach
• Amplify positive social proof with influencers and testimonial library

Messaging / Comms

OUR BOLD COMMITMENT : SAVE ONE MILLION PUPPIES BY 2030. Defend Puppies. Defeat Parvo.

Create a 360-activation strategy creating a unique customer journey and experience for veterinarians.

Unit / Team

Prime Agency : FleishmanHillard
FleishmanHillard’s Role : Social Media / Marketing & Advertising
Direct Role : Group Creative Director / Art Director
Reports to Executive Creative Director - Supporting mission to lead 15 Direct Reports consisting of Art Directors, Copywriters, Production which supports Social, Strategy, Intelligence, Account, Paid, & Real Time teams including partner agencies.