#GetPetsFit
STAKEHOLDER TOOLKIT
PFMA HEALTH & WELLBEING #GetPetsFit CAMPAIGN 2014: STAKEHOLDER TOOLKIT
CONTENTS
1. Campaign Introduction
2. Vets and Veterinary Nurses
2.1
Why should I get involved?
2.2
How can I get involved?
3. Pet Food Manufacturers
3.1
Why should I get involved?
3.2
How can I get involved?
4. Pet Retailer, Groomer, Charity or Welfare Organisation
4.1
Why should I get involved?
4.2
How can I get involved?
5. What support is available?
5.1
Campaign Poster – Vets
5.2
#GetPetsFit ‘Lost!’ Poster
5.3
Campaign Poster – Retailers
5.4
Pet Obesity Infographic
5.5
Pet Size O Meter (PSOM): Cat
5.6
Pet Size O Meter (PSOM): Dog
5.7
Pet Size O Meter (PSOM): Rabbit
5.8
Pet Size O Meter (PSOM): Bird
5.9
‘Did you know’ poster
5.10 Family Pet Pledge
5.11
Top Tips for feeding your dog/cat
5.12
Top Tips for feeding your rabbit
5.13 Pet MOT
5.14 How to run a Weigh in Wednesday (retailers, groomers, charity, welfare
organisations)
5.15 Weight/body condition logs
5.16
Food Diary
6. Contacts
1.
CAMPAIGN INTRODUCTION
Within this toolkit you will find everything you need to get involved and spread the word for the
exciting new #GetPetsFit campaign!
Our campaign
This year, the Pet Food Manufacturers’ Association (PFMA) will launch #GetPetsFit, a campaign
aimed at drastically improving the health and wellbeing of our pets.
The campaign is engaging pet owners to take action against pet obesity in order to raise awareness
about the right dietary requirements and best exercise regimes for our pets. As the principal trade
body representing the UK pet food industry, the PFMA has an important role to play in ensuring pet
health is a central concern in Britain’s pet communities
We believe pet obesity is one of the most pressing issues facing pets today. Five years ago, in our
report ‘Pet Obesity: The Reality in 2009’, we highlighted that one in three pets are overweight while
only nine out of every 10 pet owners were concerned about their pet’s weight. Today, our latest
report ‘Pet Obesity Five Years On’ highlights that very little has changed and that our pets are still
paying the price. Our objective is to work with the pet care industry, pet owners and vets to reverse
this trend as soon as possible.
The facts are clear: pet obesity is rising. What’s lacking is an active emotional connection with the
issue that would force us to change habits. We want to encourage pet owners to take a proactive
role in fighting pet obesity by rolling out our exciting ‘fit camp for pets’ initiative. The camp will
launch initially in Teddington – one of Britain’s most pet-centred communities - and will showcase
to the rest of the nation how a community can come together in order to place optimum nutrition
and daily exercise regimes into action for their pets.
For this campaign to succeed the PFMA needs your help. We need pet owners and pet service
providers to lead the campaign by helping to spread the word and motivate other pet owners to
commit to a 12 month dietary programme for their pet. Ian Stroud, a vet practitioner and owner of
Vet4life in Teddington, will play a pivotal role in enlisting the community’s support, but he can’t do
this on his own and we would love other pet care businesses to come on board too.
With your help we will finally turn back against the devastating pet obesity trend, ensuring that our
pets our fitter and healthier and live happier lives. We look forward to working with you.
2.
VETS AND VETERINARY NURSES
2.1
Why should I get involved?
We know you are passionate about pet health. The research we conducted in 2014 showed
that the dangers of pet obesity have never been so acute. Nearly 50% of all Britain’s dogs
and well over a third of all Britain’s cats are overweight. Over 77% of pets believe pet obesity
is on the rise while two thirds of pet owners feel that more important issues affect their
pets. But it’s not all doom and gloom. Our research highlighted that pet owners are more
active about the issue then they were in 2009. Some of you already run free weigh-ins for
existing clients; we hope that you will offer this service as a ‘Weigh in Wednesday’ - to help
pet owners take control in an easy, friendly manner and to benefit your business.
Here are some of the reasons we think you should get involved:






2.2
The campaign provides an opportunity to make a genuine difference to pet
wellbeing
It will allow pet owners to contact ‘their local vet’ in advance so that they can find
out what services you offer
The campaign will help raise awareness of the services you offer and will give you a
unique selling point
The campaign will create a community event you can make as big or small as you
like, according to your needs
It will provide social media content for you to engage your friends/followers with
It will give you a reason to contact old clients and invite them in
How can I get involved?
Pet weight issues are commonly encountered, and often discussed among specialists. We
want to transform this concern into activity. We want to help you continue the education
process by providing the tools you need to give pet owners the power to make an impact on
their community for the campaign. This toolkit includes posters, logos, an infographic and
Pet Size O-Meters. Our nationally recognised Weigh-in-Wednesday will also grant pet
owners a great opportunity to directly connect with their vet on this issue.
You can become involved in the following ways:

Display a campaign poster in your waiting room

Ensure everyone at your surgery knows about the campaign so they can tell clients
about it

Run a dedicated Weigh in Wednesday service (or your existing weigh service, on a
Wednesday)

Give clients a Pet Size-O-Meter to take home with them

Speak to pet owners about the campaign

Share your experiences and photos of Weigh in Wednesday on Facebook
3.
PET FOOD MANUFACTURERS
3.1
Why should I get involved?
The campaign is laughing on May 7th and as members we would love you to back our
campaign. We want to work in partnership with you and pet owners to combat and educate
pet owners about pet weight issues. We need your support through your networks and by
also liking our new Facebook page – www.facebook.com/GetPetsFit. Below are some of the
reasons why we think you should get involved:




3.2
Grants you an opportunity to participate in a change-making good cause
It’s easy for you to become involved - we have marketing materials to support the
campaign for you to use
We will be providing you with content for your social media networks and customer
communication
Engages your customers with your brand and shows you care
How can I get involved?
The campaign is launching in Teddington and our social media activity is a key part to the
campaign. Any means of communication used to target your customers can include
campaign information, signposts to the PFMA website and the campaign logo to help drive
pet owners online and to their local vet surgeries or pet care specialists.
You can become involved in the following ways:

Add a campaign web banner to your website

Include a campaign logo and link to the PFMA campaign webpage on your website

Signpost our campaign in any newsletter you issue to customer databases in
April/May

Engage with us on social media by visiting: www.facebook.com/GetPetsFit
o Team up with a local vet, retailer or other pet care professional to hold a Weigh in
Wednesday event.
4.
PET RETAILER, GROOMER, CHARITY AND WELFARE ORGANISATIONS
1
Why should I get involved?
Current and potential pet owners come to you for their pet care needs so you’re in an ideal
position to help get them involved in the ‘#Get Pets Fit’ campaign and to raise awareness of
the growing issue of pet obesity.



4.2
Marketing materials are available to give to your clients
Having the conversations with key pet owners gives clients a reason to repeat visit
Allows you to create a community event at your premises
How can I get involved?
Within this toolkit you will find many ways of getting involved. Our resources will help you
show and share your support on social media, as well as display your support within your
shop or organisation while also disseminating the key facts from the #GetPetsFit campaign
to your staff and your customers.
You can become involved in the following ways:

Educate your staff on the campaign and encourage them to communicate the key
messages to pet owners

Display a campaign poster

Give pet owners a campaign leaflet and Pet Size O Meter (PSOM – please see 5.3)
when re-homing or at point of sale

Signpost our campaign in any newsletter you issue in April/May

Engage with us on social media by visiting: www.facebook.com/GetPetsFit

Hold your own Weigh in Wednesday event – see 5.10 or contact the PFMA team for
more information
5.
WHAT SUPPORT IS AVAILABLE?
In this section you will see what campaign materials are available for you to use in your support of
our campaign. Please visit the PFMA website http://www.pfma.org.uk/weighinwednesday for
downloadable versions of these materials, or please do call the PFMA for more information.
5.1
Campaign Poster – Vets
5.2 #GetPetsFit, ‘Reward!’ Poster
5.3
Campaign Poster – Retailers
5.4
Pet Obesity Infographic
5.5
Pet Size O Meter (PSOM) - Cat
5.6
Pet Size O Meter (PSOM) - Dog
5.7
Pet Size O Meter (PSOM) - Rabbit
5.8
Pet Size O Meter (PSOM) - Bird
5.9
Did You Know Poster
5.10
Family Pet Pledge
5.11 Top Tips for feeding your dog/cat
NB. Should be tailored for either dogs or cats
1.
Clean, fresh water should always be available to all pets
2.
Opened cans and pouches of petfoods should be stored in the but allowed to warm up to
room temperature before serving and used within two days
3.
Dry pet food is available in re-sealable packets, or can be stored in an air tight container up
until the best before date. Food may become less palatable if opened for more than 4-6
weeks
4.
Always be responsible when feeding treats and don’t be tempted to give table scraps –
reduce the size of the meal accordingly and don’t feed so much that the nutritional balance
of the diet is disrupted
5.
Always keep food and water bowls clean, wash and rinse them well, separately from human
food dishes. Plastic bowls may have to be replaced periodically
6.
Feed an amount to maintain good body condition - use our Pet Size-O-Meter to check your
pet's size and shape.
7.
Make looking after your pet family fun – sign up to the PFMA Family Pet Pledge
POTENTIAL HEALTH RISKS
Many foods that we find delicious just aren't good for dogs/cats; here are some foods you should
avoid feeding your dog/cat.















Alcohol
Bones
Chocolate intended for humans
Coffee/Caffeine
Raw Egg
Excessive fat
Green parts of tomato plants
Grapes/Raisins
Human vitamins and supplements
Licorice
Milk/Lactose
Mouldy food
Onions, chives and garlic
Raw or undercooked meat
Yeast
HOMEMADE DOG OR CAT FOOD
Any homemade pet food you provide will need to be tailored to your dog’s/cat’s individual needs
and should take in to consideration factors such as lifestage and lifestyle, for instance how old are
your dogs/cats? Are your dogs/cats active? As it is a tailored approach, you will need to find a vet or
animal nutritionist who can help you with this.
5.12
Feeding Tips for your rabbit
Here are our top 10 feeding tips for your rabbit.
1.
Buy specialist rabbit food – ask your vet or pet shop for advice.
2.
Ensure your rabbit has plenty of hay- it is the best form of fibre for rabbits
3.
Provide them with access to dried or fresh grass- another great source of fibre but avoid
feeding lawn mower clippings
4.
Feed leafy vegetables– good for their teeth!
5.
Include a few root vegetables (carrots should be avoided as they actually aren’t that good
for rabbits!)
6.
Carrot tops can be fed as a treat– but only a few because they’re loaded with calcium and
your rabbit doesn’t need too much of that.
7.
DON’T give them sticky or sugary treats – a real no-no for their teeth
8.
Rabbits are quite sensitive so if you change their food do so gradually
9.
Always provide access to fresh water – they like it best from a metal tipped feeding bottle.
Check the bottle regularly to make sure it’s working properly
Rabbits can get fat quickly if they're not eating the right food or taking enough exercise. Use the
Rabbit Pet Size-O-Meter every four weeks or so to check your rabbits body condition.
5.13 Pet MOT – Health Check Up
The Pet MOT is a document available for children and can be downloaded from
http://www.pfma.org.uk/pet-mot-health-check-up/
5.14
How to run a Weigh in Wednesday event
It’s easy to hold your own Weigh in Wednesday event for your clients.
If you already offer a free weigh service then use Weigh in Wednesday to promote it in-store to
existing and new clients/customers.
If you do not offer this service you can still be involved by putting up our posters that promote your
advice service. Some customers may be unaware that you offer advice on weight management and
good nutrition and this will help let them know.
You can use the materials in this Toolkit such as the Pet Size-O-Meter, ‘Did you know’ poster, weight
log and food diary to provide them with materials to take home – or simply tell them about the
PFMA website where they can download these tools easily.
5.15
Weight & body condition logs
5.16
Food Diary
6.
KEY CONTACTS
For all PFMA enquiries please contact:
PFMA:
Michael Bellingham, Chief Executive, 0207 379 9009, michael@pfma.org.uk
Nicole Paley, Communications Manager, 020 7379 9009, nicole@pfma.org.uk
For all media enquiries please contact:
Salt PR
Contact press team at : pfma@saltlondon.com