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(UK) National Pet Month 2007

This has, until 2007, been National Pet Week. It has obviously been such a successful event in past years, that Proctor & Gamble, in the guise of Iams & Eukanuba, have decided to exploit this ploy for a whole month. See National Pet Month Welcome page

Not only do they encourage event organisers to line up events as part of the scheme (where their product name will be included), but they attempt to promote the involvement of schools and teachers. This inserts their product name into the minds of children, who are in a learning environment.

They offer schools entry to a competition, with one of the prizes "A high profile pet expert to visit the school to give a talk on caring for pets".
See the Teacher's Pack

Part of their strategy is to provide a 'Pet Protocol' which, not surprisingly, contains this bullet pointed rule: "Feed a high quality diet, as recommended by the vet. Dogs and cats must never be given raw or undercooked meat. A reputable, quality prepared petfood is best"

They encourage the keeping of pets (a ploy to increase the amount of product they sell), stating that doing so is good for the individual's health and wellbeing, despite evidence which suggests this is not true in all circumstances.

National Pet Month is coordinated by 3 trustees, the National Office of Animal Health, the Pet Care Trust and the Pet Food Manufacturers Association. The list of affiliated organisations is also worth studying. See list

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