Down on the farm, a virus fighter goes viral.

Farmers and vets do little to prevent Bovine Viral Diarrhoea (BVD), one of the most prevalent and costly diseases in cattle.

When Boehringer Ingelheim introduced an effective new vaccine for BVD they turned to Sudler & Hennessey Milan, who recommended a 3-stage launch: Disease Awareness aimed to increase alertness to the unseen danger; Pre-launch emphasised the threat and forecast a solution; Launch announced a “hero” product, able to save the herd and wipe out BVD forever.

An infographic style website in eight languages covered Europe, plus communication materials to farmers and vets, and info put out through social media and educational programmes.