This year PRSA partnered with Inside PR, a weekly podcast about public relations and social media, hosted by Gini Dietrich in Chicago, Joseph Thornley in Ottawa and Martin Waxman in Toronto and produced by Thornley Fallis to get behind the scenes interviews with several Silver Anvil finalists.
Nestlé PurinaPetCare and Exponent PR received a Silver Anvil Award for their campaign, "Helping Pets Win a Losing Battle".Inside PR's Dietrich interviewed Tom Lindell, managing director at Exponent PR.
The campaign focused on the fact that the obesity epidemic is not limited to people but extended to animals as well. While approximately two-thirds of U.S. adults are overweight or obese, more than half of U.S. pets are battling the bulge, too. And just as people require a combination of diet, exercise and motivational support to get fit, so do their four-legged friends. Recognizing this challenge, Nestlé Purina engaged Exponent PR, along with Colle+McVoy Advertising and Campbell Mithun Interactive, to create a nationwide movement that tackles the pet obesity issue. The result was Project: Pet Slim Down (PPSD), a groundbreaking initiative that unites pet owners and veterinarians in helping overweight pets lose weight.
Lindell explains that 50 percent of our pets, both dogs and cats, are overweight and that pet obesity is the biggest issue in animal health today. One of the reasons behind this problem, he explains, is that pets mimic their owner's lifestyle. Just as people battle obesity, their pets can as well.
For more information about Project: Pet Slim Down and pre-ceremony footage of Nestlé Purina and Exponent PR before their big win, check out the video interview.