Case Study

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We Broke the Silence for Canadian Dairy Cows

Case Study

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We Broke the Silence for Canadian Dairy Cows

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THE BACKGROUND

Boehringer Ingelheim (BI) is a global organization committed to improving animal health. BI Canada enlisted our help in giving voice to a serious condition impacting the success of dairy producers.

There’s a condition called Subclinical Hypocalcemia (SH). It’s something many dairy cows experience after calving. Simply put, it means that they have low calcium. The tricky part is that they don’t show any symptoms, but as long as they have SH it will affect their milk production and even their fertility.

DAIRY COWS WERE LIVING SILENTLY WITH A SERIOUS CONDITION.

WE STEPPED UP AND GAVE THEM A VOICE.

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OUR BIG IDEA

Break the silence! We built a campaign around SH that was anything but a secret. We had two objectives; one, show BI as a leader in building awareness around the condition, and two, educate cattle producers on the product that can help.

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COMPELLING VISUALS

Playing on the short form name of the condition – SH – we stretched it out to SHhhh, the sound we make when we want to keep something quiet. Placing this word strategically, we let the message come straight from – well, not the horse’s – but rather the cow’s mouth.

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EDUCATION & REWARDS

Once we had the attention of producers, we educated them on BI’s solution; Bovikalc, a calcium supplement given to cows after calving to help avoid the negative effects of SH. A promotion offered producers, even skeptical ones, a chance to try the product and receive a Visa® Gift Card.

THE RESULTS

We reached our target audience and, through our creative execution, raised awareness of the condition and the solution. It’s a given that there are thousands of cows out there that are happy we gave them a voice.

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