Making pet identification and responsible ownership a reflex


Every year, I-CAD and the ministry of farming and food hold a national week to promote the identification of pet cats and dogs. The event is designed to unite the general public and professionals from the domestic animal sector around the importance of pet identification and responsible ownership. The event, which takes place every year just before the summer holiday season, sees many actors speaking up about animal welfare.

We worked with I-CAD for the 4th edition, which ran from 4 to 12 June 2022, to promote the new aspects of the event to a large spread of media as well as to consolidate the platform’s position as an expert on topics of interest to the sector.

  • Our support consisted of a sequenced tactical approach designed to maintain media attention prior to and during the week-long event and tailor messaging to reflect the different types of media outlets targeted.
  • The first highlight was a press briefing held a month beforehand to present the new features and reveal the quantified data contained in I-CAD’s barometer of the national pet population. For the announcement, the team focused on mainstream titles and the regional dailies, whose readers form the main target. This phase also featured a programme of interviews with I-CAD CEO Pierre Buisson.
  • The second phase saw us pitch oven-ready stories to the main TV and radio stations with shows/contributors covering animal welfare issues.
  • 53 media mentions for the event, an increase on coverage in 2021.
  • The specialist press covered national identification week, which also caught the eye of more lifestyle-centred media as well as regional dailies, which tied it to local issues.
  • The national week enjoyed excellent coverage from national radio (RTL) and TV news shows at lunchtime on TF1 and in the evening on M6.