Zoetis

Talking about the problem, without talking about the product
Zoetis, market leader in veterinary dermatology, wanted to go further. With two groundbreaking products, Apoquel and Cytopoint, the goal wasn’t just to promote innovation. It was to spark awareness. Raise the conversation. Create real change.

The strategy?
Build a powerful awareness campaign on canine dermatitis, one that reaches not just pet owners, but also veterinarians, specialists, opinion leaders, and the public. A message that connects: together, we can do more.
We can inform. We can prevent. We can support. We can improve dogs’ lives and ours. Together, we can be better.

Campaign execution
The campaign lives on www.unitiperlapelle.it, an information hub on canine dermatitis, created with the help of veterinary dermatologists. The site helps owners understand symptoms, find relief tips, get expert advice, and connect with trusted vets when needed.
The activation spans web and social, with educational content on Facebook and Instagram, and reaches into pharmacies and clinics, with materials designed to inform owners and support professionals in practice.

Because behind it all, Zoetis is there: uniting everyone, behind the scenes, for dogs’ wellbeing.