Everypaw warns dog owners about Easter dangers

The brief

Everypaw wanted to help owners keep their pets safe over Easter. It also wanted recognition as an expert voice in pet insurance.

The angle

Everypaw's own claims show Easter is one of the busiest times of year for pet poisoning. Chocolate claims ran 75% above the quietest months, and poisoning claims at Easter cost more than £48,000 in treatment. Hot cross buns and spring flowers add to the risk. Pet safety advice before a bank holiday weekend is a public service story that presenters are happy to run.

On air

The interviews were given by a vet who works with Everypaw.

The result

The campaign achieved 18 items and 2 hours 41 minutes on air, reaching 2.6 million with a 26:1 return on investment. BBC Radio Essex, BBC Radio Norfolk, BBC Radio Suffolk and BBC Radio Northampton were among the highlights.

Coverage highlights

• BBC Radio EssexBBC radio
• BBC Radio NorfolkBBC radio
• BBC Radio Three CountiesBBC radio
• BBC Radio SuffolkBBC radio
• BBC Radio CambridgeshireBBC radio
• BBC Radio NorthamptonBBC radio

What the budget bought

Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.