This campaign set out to educate pet owners about the serious danger fleas can be for their pets. The vet waiting room is an ideal place to find this ‘pet owner’ audience so the campaign was developed around the advertising material you would come into contact with in this environment. I used bright colours and created headlines that looked like they were actually ‘infested’ with fleas to grab pet owners attention. The campaign was originally to run for one year but was so successful it has been reprinted for its second year.