Cutting to the truth

Be Lungworm Aware 2016

Branding, Campaign, Digital, Social Media, TV & Film

Initiative to raise awareness of lungworm, a parasite that can be fatal to dogs. This integrated campaign speaks directly to dog owners and encourage them to engage with their vet to prevent lungworm. Using real case studies to their full potential, the idea was to create a documentary-styled piece of video content as the centre point of the campaign. Nothing was scripted and each dog owner was encouraged to tell their story in an open and honest forum.

The TVC / YouTube Advert won the 2016 VMA Consumer Media Award.

The website received 150K new visitors in March 2016 (compared to 4.6K in March 2015). The 30-sec advert has reached over 1.2 million views. Vet practices have seen a huge increase in dog owners asking about lungworm protection.

View the comprehensive website at

Creative Director – Andy Scarth

Digital Design Director – Tony AllsoppFilm Director & Photographer – Hazel ThompsonProduction – Crossfire ProductionsCreative Agency – MBC