AMERICAN VETERINARY MEDICAL ASSOCIATION LAUNCHES "IS YOUR CAT HEALTHY?" PUBLIC SERVICE CAMPAIGN

The Campaign Complements the National Pet Wellness Month Initiative

SCHAUMBURG, IL (September 27, 2005) - The American Veterinary Medical Association (AVMA) today announced the launch of a new public service campaign aimed at informing pet owners about important health and behavioral issues unique to cats and what they can do to help their cats live longer, healthier and happier lives.

The campaign's launch coincides with National Pet Wellness Month in October. The National Pet Wellness Month campaign, which is sponsored by the AVMA and Fort Dodge Animal Health, is a clinic-centered educational initiative designed to raise consumer awareness about the pet aging process, disease prevention and the importance of twice-a-year wellness exams for all cats and dogs.

Long term trends in comprehensive studies of pet demographics and use of veterinary care by the AVMA show cats are brought to the veterinarian only about half as often as dogs. Some veterinarians attribute this to cats being better than dogs at hiding illness, making it difficult for owners to realize there is a problem.

The new campaign ­ "Is Your Cat Healthy?" ­ depicts the challenges many cat owners face when attempting to differentiate between normal behavior and signs of potentially serious health problems in their pets. The campaign's television and radio public service announcements (PSA) were developed to heighten awareness about the importance of twice-a-year feline wellness exams and their role in helping veterinarians detect, treat or prevent many health problems before they become life-threatening.

The television PSA spots were filmed at Fairmount Animal Hospital in Syracuse, NY. The hospital is co-owned by AVMA members Dr. Suzanne Behrens Losito and Dr. Eileen Fatcheric-Burns, who appears in the PSA.

"This campaign is a good example of how the AVMA fulfills its mission to improve animal health by bringing important information to the public's attention," said AVMA President Dr. Henry Childers, DVM, DABVP. "We're grateful to the veterinary practice owners and pet owners who opened their doors for filming of the television PSA and to Fort Dodge Animal Health for their educational grant in support of this project."

The television and radio PSAs, as well as information about the signs of illness in cats, are available through the National Pet Wellness Month Web site ­ www.NPWM.com.

The AVMA, founded in 1863, is one of the oldest and largest veterinary medical organizations in the world. More than 71,000 member veterinarians are engaged in a wide variety of professional activities. AVMA members are dedicated to advancing the science and art of veterinary medicine including its relationship to public health and agriculture. Visit the AVMA Web site at www.avma.org to learn more about veterinary medicine, animal care and access up-to-date information on the association's issues, policies and activities.

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