2020
Entrant Company
Morris Animal Foundation
Category
Content Marketing & Writing - Content Marketing / Other
Client's Name
Country / Region
United States
Experience Level
Internal
“Spaying or neutering large-breed dogs can put them at a higher risk for obesity and, if done when the dog is young, nontraumatic orthopedic injuries,” was the lead in a July 17, 2019, Morris Animal Foundation press release.
The release detailed a study the Foundation conducted that found dogs that were spayed or neutered were 50% to 100% more likely to become overweight or obese, regardless of a dog’s age at the time of surgery. The study also concluded that dogs spayed or neutered before 6 months of age were at a 300% greater risk of sustaining nontraumatic orthopedic injuries.
The goal of the press release was to provide dog owners and veterinarians new information to consider when deciding on when to spay or neuter their dog, especially when considering the long-term health of their pet.
The release performed very well, with 164 total stories and a potential circulation of more than 187 million. This is considerably more successful than most Foundation press releases, which usually average less than 10 stories. A third of those stories ran in October, after a pitched Washington Post story revived interest in the controversial topic.
Credits
Entrant Company
GREENE STREET COMMUNICATIONS
Category
Design & Print - Billboard
Country / Region
United States
Entrant Company
Shoot You LLC
Category
Commercials / Marketing - Children
Country / Region
United Kingdom
Entrant Company
C-4 Analytics
Category
Design & Print - Promotional / Branding
Country / Region
United States
Entrant Company
WPBS-TV
Category
Broadcast / Television - Tourism
Country / Region
United States