As well as recycling its own blister packs used for pet medication, White Cross Vets, which has 21 practices, is urging local residents to bring in their empty blister packs to be recycled in a collection box in its reception areas.
MYGroup will process the collected blister packs, separating it back into its constituent parts so it can be fed back into supply chains and used to make new materials, including MYboard, a product which is used for construction, joinery, shop and event fittings.
Tom Ward, clinic director from White Cross Vets in Guiseley, said: “Very few local authorities or waste companies can recycle blister packs, which are used to package tablets and pills, meaning they usually end up in landfill or incineration.
“As a practice we use thousands of blister packs every year and we’re conscious that we need to look after our environment, so when we discovered there is now a ground-breaking recycling solution through MYGroup, it was obvious we needed to get involved.
“We’re also pleased to be able to make it available to local people in the surrounding area who can collect the blister packs they use at home and drop them off with us for recycling, regardless of whether or not they’re a client or even a pet owner.
"The initial feedback we’ve received has been very positive and we’re now beginning to see more and more blister packs being recycled each week as the scheme begins to grow.”
Steve Carrie, group director from MYGroup, said: “MYGroup offers the only circular solution on the market for recycling blister packs and we’re only just getting started in this critical waste space to save such a ubiquitous item from landfill or incineration.
MYGroup launched its first blister pack recycling scheme earlier this year across a series of GP surgeries and pharmacies in York, with over 185,000 waste blister packs collected so far.
Each full box that White Cross Vets collects carries an approximate carbon saving of 30kg, which is roughly the equivalent of driving nearly 800 miles in a car.
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60 veterinary surgeons, nurses and other team members from White Cross practices in Tividale, Guiseley, West Derby and Alvaston have formed 20 teams of three people, logging a total of 30,000 miles since the initiative was launched in February, or an average of 11,000 steps per team member per day.
James Harris MRCVS from White Cross Vets said: "We spend a lot of the day on our feet but really had no idea about the distance that we clock up. There are about 2,000 steps in a mile so we are walking more than five miles every day! We are always encouraging our clients to make sure their pets have a healthy lifestyle, so it’s great to practise what we preach.
"As well as the steps we take throughout the day many of us are also committed to sports and exercise regimes outside work and that has helped us to reach the top of the leaderboard for a few weeks. You might even find some of us marching on the spot to boost our step-counts and heart rates, so the Fitbit challenge is definitely keeping us active."
General manager Jo Jobling said: "We understand the vital importance of both physical and mental wellbeing, and our Fitbit challenge is a great way for our teams from across our 19 practices to work together to achieve a worthwhile healthy goal, as well as creating some healthy competition with colleagues in other practices. We also have an individual steppers league table which was recently topped by one of our veterinary nurses, Katie Rose from our Tividale practice. It might have helped that she completed a half marathon over that weekend though!"
First they looked at the names of all the cats and dogs they saw in 2018, finding that the most popular names for dogs were Bella, Poppy and Alfie, whilst the most popular for cats were Charlie, Bella and Molly.
By comparison, the top ten names registered at the practice in the thirties were: Susie, Sally, Judy, Penny, Candy, Sam, Betty, Simon, Wendy and Bridget.
Honestly, who calls their dog Simon? Even in the 1930s.
Tom Ward, from White Cross Vets, said: "The most common names in our research reveal a leaning towards giving pets human names. It’s fascinating that this has gone full circle and was also a trend in the late 1930s, before names such as Fido, Patch, Sooty, Duke and Fluffy became popular with cats and dogs."
White Cross says that more recently it has also seen a surge of pets named after TV and film characters including Elsa from Frozen, Baloo from The Jungle Book, Peppa the cartoon pig, and Khaleesi, Sansa, Brienne and Tyrion, the Game of Thrones characters.
The show follows veterinary surgeons and nurses going about their day-to-day work, consulting and operating on a variety of cases from the routine to the extraordinary.
The ten-episode series stars Cat Henstridge, who many will be familiar with for her social media posts as 'Cat the Vet', and her husband Dave Hough who is the Clinic Director at the practice.
Cat said: "I know from the reactions I get on my website and social media channels that there is a huge level of interest in what we do, and the TV programme will help to bring those real-life stories directly to a younger audience, as well as offering exclusive behind the scenes access to everything that happens in our busy veterinary practice."
Dave added: "We are thrilled to be showcasing the fantastic work of our dedicated and talented team. What we see every day is so varied, and we are driven by our love of pets and the ability to help heal them. It’s a real delight to think that our work will be seen on television, and hopefully inspire the next generation of vets, nurses and support staff to work in this really rewarding profession."
The practice makes ecobricks by packing all sorts of plastic waste tightly into plastic bottles which can then be joined together using tyres, silicone, cob or cement and used for a wide range of purposes in gardens, play parks and for making all types of structures with.
The ecobrick initiative was launched by the Global Ecobrick Alliance, which describes itself as an Earth Enterprise focused on solving plastic pollution through the dissemination of the low-tech, educational, open source ecobrick technology. It also operates a website which lists a wide range of organisations throughout the world where newly-made ecobricks can be delivered to.
White Cross Vets operates 19 practices, with four in the local area in Gateacre, West Derby, St Helens and Widnes, and is now exploring how it can roll out the scheme across the group. Other green initiatives White Cross Vets is pioneering include rolling out energy efficient LED lighting across its practices and heavily promoting the Cycle to Work scheme.
Helen Morris, from White Cross Vets, said: "In our industry almost everything comes packed in unrecyclable plastics, from small syringe packets through to large delivery bags and the plastic on the backs of patient labels, which we print hundreds of every day.
"As a result, we decided to look at how we might be able to put it to good use, rather than simply putting it in the bin and came across ecobricks. By taking the time to fill the bottles with plastic, we can significantly reduce the waste we send to landfill, and cut the amount of plastic that ends up littering the planet and ultimately finds its way into the sea. We are now making them every week and the whole team gets involved, which is rewarding for everyone involved."
The group won the award in recognition of how it put social media at the heart of the its 80th birthday celebrations, offering employees 80 prizes over 80 days with daily draws broadcast on Facebook Live and uploaded to YouTube. The prizes included a weekend for two in New York, European holidays, festival tickets, a 40” smart TV, an extra week holiday, an Apple watch, a chance to be the MD for the day and more.
The IoIC’s judging panel praised the campaign’s recognition of staff, fun and innovation, as well as saying there was so much to love about the award entry and one even said it brought a lump to their throat.
Justin Phillips, head of marketing at White Cross Vets, said: "Celebrating our 80th birthday, with more than 200 team members spread across the North and Midlands, meant we had to come up with an accessible event, that would bond everyone and reinforce our reputation as the employer of choice within the veterinary industry.
"Broadcasting 80 prize draws in 80 days on Facebook Live ticked every box and was a fantastic spectacle that all our team members engaged with and talked about every day."
"The IoIC awards is one of the marketing industry’s most prestigious events, in a spectacular venue and surrounded by a wide range of global brands. These awards celebrate success, reward endeavour, inspire creativity and nurture best practice within the marketing community. For our campaign to have been recognised and rewarded by our peers is a huge source of pride within our business and has put a spring in the step of every single team member."
VetSurgeon Editor Arlo Guthrie said: "I've always admired the marketing and communications that comes from Justin and the rest of the team at White Cross. I think it's because as well as being fun, it's always sincere, something which is so often lacking in contemporary marketing communications. Anyway, with a little luck IVC will recognise the talent they've taken on, and sprinkle a bit of the White Cross magic across the rest of the group!"
Other category winners included household names like Oxfam, Volkswagen, Barclaycard, Sainsburys, Pets at Home, EDF Energy, Rolls Royce and Carlsberg.
Tim Harrison, managing director at White Cross Vets, said: "Our plan has been to open five new practices within a 12 month period and despite having a strong presence in West Yorkshire we didn’t have a practice in South Yorkshire. When we found out Dave wanted to move to Sheffield it made perfect sense for us to expand into the area and for him to lead the practice as clinic director.
"Dave is a hugely talented and compassionate professional and we certainly didn’t want to lose him. The Handsworth opening is the perfect fit for Dave who will lead a team of four. As the practice expands, we envisage that we will create a further 20 jobs over the next five years.”
White Cross says it has invested £250,000 in the practice, which is opening on the site of a former sausage factory which has recently been redeveloped at a cost of £1.1M.
Dave said: "I was so thrilled when Tim told me his plans for Sheffield. I love the area and my wife’s family have grown up there, I have been wanting to set up a long term family home for a while, and the fact that I have been able to move my young family to South Yorkshire, and still work for White Cross Vets, makes me really happy."
The initiative was the idea of one of the practice's client care co-ordinators, who suggested it whilst she was acting as the managing director for the day, as part of White Cross Vets' 80 year anniversary celebrations.
Managing director Tim Harrison said: "We believe we are the first veterinary practice in the UK to offer two full days paid peternity leave. Our ethos is all about caring for pets, and the first few days at home with a new addition are so special. It’s therefore essential that quality time can be dedicated to a new pet, in order to make sure they feel comfortable and safe in their new environment.
"As all of our team are all pet owners already, this time off will give them the chance to introduce and socialise any new family members with existing pets, which must be done carefully and under supervision.
"Bringing a new pet into the family takes a lot of patience and perseverance, and certain breeds or older pets can be harder to train or take longer to bond. Also there is a lot of preparation work that needs to be done in the home and garden when a young pet dog, cat or rabbit arrives, so this time off will hopefully make it easier for our team to give their new pets a safe and welcoming start in their new homes."
Other perks that White Cross Vets offers include five fully paid donation days a year to volunteer with chosen charities, a health care scheme, days off and cakes for birthdays, as well as subsidised Fitbits and gym memberships.
The group attributes part of its success to the various initiatives it runs for employees, including a scheme through which every member of its 220-strong team is allowed five fully paid donation days each year so they can volunteer to support meaningful local causes.
Employees also receive a £500 cash gift when they become new parents or adopt a child and can take 'peternity leave', which offers anyone with a new pet two fully paid days off work to help the animal settle into their new home.
Team members also get birthdays off (with cakes), a health care scheme, subsidised Fitbits and gym memberships.
Tim Harrison, managing director at White Cross Vets, said: "Making White Cross Vets a great place to work is vitally important to us, especially because our people are such a fundamental part of our success. Plus we’ve just launched the second of five new practices that will open during a 12-month period, so we’re continually expanding and recruiting.
"Being at the forefront of the veterinary industry with a wide range of innovative and high-quality employment initiatives, many of which are ideas from individual team members, helps us to attract and retain the best people. This enables us to grow quickly whilst fostering a close-knit and highly motivated team. This ethos also translates into the level of care and standard of service that our clients receive, which is something we’re very proud of."
It's the second of five new practices that White Cross says it plans to open in a 12-month period.
The Hyde team will be headed up by clinic director Mike Robinson MRCVS, pictured with veterinary nurses Anneliese O'Toole & Aimee Lee.
Located on the site of a former pub, the new Hyde practice opened this month following an investment of £250,000. It is equipped with digital dental x-ray and ultrasound machines, an on-site laboratory, pheromone diffusers to relax pets, ultra-soft bedding and warm, cosy LED lighting in the pet wards.
There are separate, sound-proofed wards for dogs and a specialist cat ward featuring kennels positioned so the cats can’t see each other, to minimise stress-levels. Music specifically composed to reduce anxiety in both dogs and cats is also played in the wards.
Tim Harrison, managing director at White Cross Vets, said: "Hyde is a busy suburb of Manchester with a large number of pets in the surrounding area, which made it the ideal location to continue our expansion into the North West.
"Mike and the team are all highly experienced professionals and bring lots of enthusiasm to their new roles. When this is combined with the practice’s state of the art design, there’s no doubt it will prove to be hugely popular.
"It also offers the potential to expand the team to approximately 20 people in the next five years, which is an exciting prospect."
Entries for the awards, which were presented at a ceremony held at Wembley Stadium, came from a wide range of SMEs employing less than 250 employees, operating across all industries.
This latest achievement comes at the end of a successful year for the company, which saw it celebrate 80 years in business and recruit its 200th team member after creating 50 new jobs in the last 12 months alone. Earlier this year, White Cross Vets was also included in The Sunday Times ‘Best 100 Small Companies To Work For’ league table for the fifth year running.
Tim Harrison, Managing Director of White Cross Vets, said: "To be named as the UK’s best SME is an amazing achievement and we’re extremely proud of it. We take immense pride in making White Cross Vets a superb place to work and always strive to foster a close-knit and highly motivated team.
"As part of this we’ve further enhanced the wide range of employee benefits that our people enjoy this year, which ultimately translates into the level of care and standard of service that our clients receive. Winning the ‘Employer of the Year’ award reinforces this and cements our position at the forefront of the veterinary industry."
Damian Cummins, Awards Director, said: "White Cross Vets is a very worthy winner from the best of businesses across the UK, a great achievement and ambassador for SME’s."
Employment initiatives that White Cross Vets offers include days off and cakes for birthdays, five donation days a year to volunteer with chosen charities and a health care scheme as well as subsidised Fitbits and gym memberships.
The congress, which is now in its 6th year, also saw Millie Barnsley from Dudley scoop Nurse of the Year and Cassandra Pearson from Walsall win Client Care Co-ordinator of the Year.
Four more team members were also were singled out for their achievements, including Senior Vet Dr Laura Pugh, from Derby, who won the Quality Award, Veterinary Nurse Ann-Marie Mayren, who was presented with the Directors Choice Award, Dr Tom Cammack MRCVS, who was named Best New Team Member and Ed Newbold, who won the Leadership Award.
White Cross Vets' Managing Director Tim Harrison said: "It’s been a very special congress this year, as we are also celebrating 80 years since White Cross Vets was founded. It was really hard choosing the award winners, as there have been some fantastic examples of people going above and beyond, but Emily, Katherine, Millie, Cassandra, Laura, Ann-Marie, Tom and Ed were all very deserving winners, who are incredibly passionate about what they do.
Tim added: "In addition to recognising our award winners, we saw the culmination of our 80 prizes in 80 days competition on the final night of our congress, with veterinary nurse Amy Hood from Middlesbrough winning the star prize of an all-expenses paid trip to New York.
"As is now tradition at congress, we also randomly selected a Client Care Co-ordinator, vet nurse and vet to go to the Veterinary Meeting & Expo (formerly known as NAVC) in Orlando, Florida. Katrina Robinson, Isobel Hobbins and Dr Alex Beech will be heading to America for some sunshine and CPD in February next year."
"2017 has been a very successful year, we have opened two new practices, won several awards and were listed in The Sunday Times Top 100 companies to work for league table for the fifth year running. We also welcomed our 200th team member into the practice. The congress gave our whole family the chance to come together and celebrate all of our achievements and it was a huge success.
"The ethos of the White Cross Vets congress is to learn, make friends, have fun and reward success – and we certainly did that."
The group is hoping to raise more than £5,000 for the hospital by donating £1 for every pet vaccinated at its West Derby, Gateacre, St Helens and Widnes practices over the next four months.
Sarah Kirkman MRCVS, from White Cross Vets in Gateacre, said: "It’s our job to care for pets, but we also really care about the communities in which we operate, and we have a real affinity with the hospital. This partnership means we’re protecting pets, by vaccinating them against a wide range of nasty diseases, as well as raising money to support the invaluable work that the hospital does."
Allan Eves from Alder Hey Children’s Charity said: "We care for over 275,000 children, young people and their families treating everything from common illnesses to highly complex and specialist conditions. We also lead research into children’s medicines, infection, inflammation and oncology and our charity has raised over £22m to support Alder Hey Children’s Hospital, funding life-saving medical equipment, research and vital facilities. We are so pleased to be working with White Cross Vets on this superb fund-raising initiative and can’t wait to meet the vets and nurses who are helping us."
Sarah added: "We are aiming to raise £5,000, but it could be more. We also want to support the hospital’s therapy dog by providing them with our Complete Wellness Plan for free. The plan provides free health-checks, veterinary care and preventative treatment on an ongoing basis. We already give free membership to several Fire Service Search Dog Teams, as we feel it’s really important to look after these amazing dogs which dedicate their lives to help people."
The charitable campaign is running from the 4th September until the 31st December and plans are also in place for the veterinary surgeons and nurses from White Cross Vets to visit the hospital regularly to talk to the children about pets.
Sarah said: "We give every one of our team four paid donation days a year, so that they can volunteer with a charity of their choice, and we are keen to further our partnership with the hospital by visiting regularly. We already do this in numerous schools across the region and know just how much children love to find out about our day to day roles, and they always have plenty of interesting questions for our nurses and vets to answer."
Eilona's is one of 50 new jobs created by the company in the last 12 months alone, across a range of positions including veterinary surgeons, nurses and client care co-ordinators.
Eilona said: "White Cross Vets has an unrivalled reputation for offering exceptional pet care, as well as being recognised as a great place to work, which really appealed to me. To become the group’s 200th employee is fantastic and I’m really looking forward to the opportunities and challenges that lie ahead."
Tim Harrison, Managing Director of White Cross Vets, said: "Welcoming 50 new team members into the White Cross family in the last 12 months is a major coup and we’re delighted to have created a 200 strong team with Eilona’s appointment. We are already planning to expand our team further over the coming months, with three new practices due to open before the end of this year, which makes it a very exciting time for us."
They're holding 80 live prize draws in which each member of its 190-strong team has the chance to win things like a weekend for two in New York, European holidays, festival tickets, a 40” smart TV, an extra weeks’ holiday, an Apple watch, and a chance to be the MD for the day.
Managing director Tim Harrison said: "Every day at 1pm we broadcast a draw from somewhere in the country on Facebook Live where a lucky winner is picked and announced – it’s creating a real buzz around the group. The final draw for the top prize trip to New York will take place on the Saturday night of our annual Congress. Every team member has been entered and anybody new to our practice is added as soon as they join so nobody misses out!
"This year was the fifth consecutive time that we were named as one of the best places to work in the UK, in the 'Sunday Times Best Small Companies to Work For' league table and the 80 prizes in 80 days is just another fun way in which we hope to reward our much-valued team."
You can watch a recording of one of the prize draws being presented by Tim on youtube here - despite the inevitable lower quality of streamed video, the happy vibe at the business and the degree to which it shows genuine care for its people really shines through.
Rebecca Bredbury, veterinary nurse from Walkden, said: "I watched the live draw on Facebook whilst on my hen do in Tenerife and I couldn’t believe my eyes when I won a holiday for two to Barcelona. I am so excited about going. I will be taking my fiancé Ryan who will be my husband by then."
Charlotte O’Gara, student nurse from Walsall, won the Cadburys hamper. She said: "I’m not sharing!"
The veterinary group made the donation on behalf of its team after all 185 staff voted unanimously to donate the proceeds of the company's monthly employee reward scheme to help support the victims of the bombing.
Veterinary nurse Danielle Richardson, from the Walkden practice in Manchester, said: "We all felt so sad for the victims and their families and our instant reaction was to find a way to help. Our practice decided we wanted to donate our monthly reward money that we usually use for things like meals out or a team activity to the hospital, and we let the central team support office know. We also put together lots of special packages with toys in for the children."
Managing director Tim Harrison said: "As soon as we heard what our team were doing at our Walkden practice we let everyone else know, and every single one of our practices across the country requested that their reward monies were also donated to The Manchester Children’s Hospital.
"I am so proud of the team and for the level of support they have given to those affected by this most appalling event. The response by the White Cross team has been tremendous. We were all touched by the ordeal in some way and many of us knew people who were at the concert."
White Cross Vets, a family run group, has been named by The Sunday Times as one of the best places to work in the UK, for the fifth year on the trot.
The company, which operates 16 practices, achieved the highest placing of any veterinary business, reaching 38 in The Sunday Times 'Best 100 Best Small Companies To Work For' league table. It is the first animal health / veterinary business to rank in the prestigious list 5 years running, and it remains the only veterinary practice ever to achieve a three star 'extraordinary' rating in the list’s history.
The Best Companies to Work For survey is now in its 17th year and is designed to rank the cream of Britain’s motivated workforces. It is widely recognised as the most searching and extensive research into employee engagement carried out in the UK.
To achieve the listing in the Best Companies table, all of the White Cross team anonymously answered a series of in-depth questions about everything from personal development opportunities, to workplace wellbeing, contributions in the local community and overall opinions about the business.
Tim Harrison, Managing Director of White Cross Vets, said: "It really has been a case of high fives all round since we found out about this year’s placing, which puts us in this prestigious league table for the fifth consecutive year. We are a family run business that places a huge amount of importance on the wellbeing and happiness of our people and to be recognised for that is incredibly rewarding."
White Cross Vets was also recently awarded with an industry award in recognition of the initiatives it has introduced to ensure its team remain happy, healthy and fulfilled in their work. The company scooped the Society of Practising Veterinary Surgeons’ inaugural Wellbeing Award after the judges scored entrants on everything from development opportunities through to stress reduction initiatives and how they promote wellbeing.
Tim added: "Our employment initiatives include everything from giving everybody a day off and cake for their birthday, right through to providing four donation days a year where people can volunteer with a charity of their choice. We also provide a health care scheme and recently started offering subsidised Fitbits and gym membership as well as running a cycle to work scheme.
"One of our big priorities also involves supporting mental health, and we provide training on this, alongside a 24 hour helpline for emotional and wellbeing support.
"In addition to all of this, each year we run an annual congress packed with Continuing Professional Development (CPD) opportunities and thought-leadership talks on the latest topics affecting our industry. It’s at this event that we also hold an awards ceremony for our 170 strong team, where vets, nurses and client care co-ordinators are singled out for their superb achievements."
Located in Wolverhampton, the new practice uses different lighting in different parts of the building: 'cool' for public areas such as the waiting room, 'comfortable warm' for the dog, cat and exotic wards and daylight for clinical areas. The LED system uses 60% less energy than conventional lighting and requires half the number of fittings. In addition, following research in the USA at Banfield, consulting rooms are fitted with dimmable lights to ease stress for patients and clients during euthanasia.
Other highlights include a specialist cat ward that White Cross says exceeds the iCatCare Cat Friendly Clinic requirements. The ward includes raised cat kennels that are carefully positioned so that cats can’t see each other, to further minimise stress-levels. There are also separate, sound-proofed wards for dogs and exotic pets.
To reduce anxiety in dogs and cats pre- and post-surgery, the practice uses pheromone diffusers and specially composed music played in the wards.
Managing Director, Tim Harrison said: "We’re delighted to launch our latest practice in Wolverhampton, which is our most environmentally-friendly yet. We’ve incorporated the most successful attributes from all of our 15 other UK practices into its design, and it’s immediately proving popular with clients and most importantly their pets."
Clinic Director James Millington says: "The facilities and attention to detail in this practice are the best I’ve ever seen. There’s no doubt this will translate into the quality of care that our clients receive and their pets deserve."
In the week that VetNurse Jobs released the results of a survey which found that the most important thing to nurses about a job in practice is to feel valued and appreciated as part of a team, White Cross Vets, the 15-practice, family-run group headquartered in Guiseley, has shown that it's leading the way in this area, taking it's entire nursing team for a 3-day training and team-building event in the South of France
The 29 strong team jetted into Nice for a series of training sessions by Kristie Faulkner focussed around nurse consulting skills. Topics covered included dealing with challenging clients, efficient ways to manage consultations and prescribing health care plans.
The team also attended a presentation hosted by senior managers from Virbac, followed by a tour of the company’s vaccine manufacturing facility in Carros. In the evening, the team went for a guided tour of Monaco and dinner at the Café de Paris in Monte Carlo.
Tim Harrison, Managing Director of White Cross Vets, said: "Every year we run a training event in Nice and each years it’s been an amazing few days, which prove to be hugely beneficial and enjoyable for everyone involved. We have committed to give every White Cross team member across every level the opportunity to enjoy the trip to Nice, and we’re already planning future events for our vets and leadership team."
Bekkii Bridges, a student Veterinary Nurse from White Cross Vets in Northampton, said: "To have a training session in such a fabulous place was out of this world! Everyone involved had an incredible weekend and came away with lots of fresh ideas that will enable us to continue building on the high standards of nursing and client care that we are renowned for."
White Cross Vets, a group with 11 surgeries in the Midlands and the North of England, has picked up two Veterinary Marketing Association awards at an event usually dominated entirely by big pharma.
The group was joint winner of Public Relations Award, alongside Bayer Animal Health.
White Cross Marketing Manager Justin Phillips also walked off with the Young Marketeer of the Year award, fighting off competition from Elizabeth Rawlings from Dechra and Beverly Hammond from Animalcare Ltd.
The practice group won the PR Award for a campaign in which it managed to generate a massive amount of media coverage for the business primarily by spotting a good opportunity, and acting quickly to make the most of it.
The story began last July, when a man spotted an exotic-looking bird walking around Guisely, near Leeds. When he tried to capture the bird, it told him to 'bugger off'. Undeterred, he picked it up and took it to White Cross Vets. Once the vets had examined the bird to make sure it was in good health, White Cross instructed its PR agency to begin a media campaign to reunite the animal with its owner. The resultant story generated over £145,000 worth of branded coverage in local and national media, including the Daily Mirror, Metro, the Yorkshire Post and ITV.
By contrast, Bayer Animal Health's winning campaign, which ingeniously used LED lights strapped to snails to bring the lungworm story to life, was nevertheless the product of month's of planning and what would have been a considerable budget.
The judges felt both entries were impressive in completely different ways, so a draw was the only option.
Picture shows, left to right: Heidi Bruckland (Pegasus), Emma Swain (Pegasus), Helen Moore (Markettiers4DC), Marcus Edingloh (Bayer), Luke Hopkins (Pegasus), Caroline Braidwood (Bayer); Jane Manning (Splash); Tim Harrison (White Cross Vets); Justin Phillips (White Cross Vets)