Painful to Playful
B2B + B2C campaign

The Problem: Pet pain management demands buy-in from two very different audiences. There’s the veterinarian who prescribes, then there’s the pet owner who follows through on it. Bridging that gap required a campaign framework that could speak credibly to clinical professionals while still remaining emotionally resonant for owners in order to increase compliance.

The Solution: As a copywriter on the Wunderman Thompson Health team, I contributed to the asset buildout for this dual-audience omnichannel campaign, adapting a treatment protocol framework across digital display, e-commerce (including Chewy), social, and in-clinic channels. My work included developing channel-specific body copy and generating protocol naming alternatives — including "Achy to Active" — to extend the campaign's core creative language across verticals and audiences.