Intervet /Schering-Plough Animal Health has announced plans for a third National Vaccination Month Campaign to take place in May.

The campaign, which is aimed at owners of unvaccinated animals, is being fronted by TV presenter and wildlife expert Chris Packham. Intervet / Schering-Plough says it hopes the initiative will counter falling rates of pet vaccination that have been seen since the credit crunch.

In the lead up to National Vaccination Month, the company will be running a pet health awareness national and regional PR campaign backed up by print and TV advertising. 

Pet owners will be able to download a voucher for a discounted vaccination in May from http://www.nvmonline.co.uk/.  As well as dogs, cats and rabbits, horses will be included in the scheme for the second time.

During the last National Vaccination Month in June 2009, 1022 surgeries participated nationwide and an additional 40,000 animals were vaccinated as a result - 8,000 up on the first campaign run in 2008. According to Intervet / Schering-Plough, many practices saw more than 100 vouchers being redeemed.

The 2009 campaign came after more than a quarter of vets surveyed by Intervet reported concerns about falling levels of vaccination because of the credit crunch. Following the recession and public fears over the deficit, there are concerns that pet owners will cut back even further.

Angus Robinson from Intervet / Schering-Plough Animal Health said: "Research shows that the main reason why people don't vaccinate their pets is a lack of awareness of disease risk. We are also concerned that given the current pressures on household budgets, more people are deciding to cut back on vaccinating their animals with the real risk that this may have a potential effect on levels of herd immunity in the longer term."

He added: "We listened to practices which took part in NVM 2009 and have invested in improving the website to offer a simpler system for surgeries to download and log vouchers for their clients. The site will also drive pet owners to participating vets more quickly. Social media has taken off in a big way since our first campaign in 2008 and we will also be using Facebook and Twitter this time to reflect that. We are hoping that this will reach younger pet owners as data from our last campaign showed that pet owners in their 20s and early 30s were the age group least likely to vaccinate their animals."

Jane Carter of the Drove Veterinary Hospital in Swindon said: "National Vaccination Month is a golden opportunity to communicate the key preventative healthcare messages to new and existing clients. There was a significant outbreak of parvovirus in our area last summer which got a lot of publicity so we are expecting people will really catch onto the campaign this time."

Intervet / Schering-Plough Animal Health veterinary customers planning to take part in National Vaccination Month 2011 can log onto www.nvmonline.co.uk to complete the registration process.

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