In response to research that showed evidence that pets help ease stress, promote exercise, and even improve cognition in older people, Allianz Insurance, Ireland’s longest running pet insurance provider, wanted a campaign to visually show this connection.  

​'Pawscription' campaign shows this valuable relationship between people’s health and their pet’s health. At a glance, the animals appear to be medicine, but on second look, you see that they’re cleverly posed cats and dogs to mimic the shape of the pharmaceutical products.

Pets are a staple in so many Irish homes. However, 75% of Irish pet owners don’t have pet insurance. We know people care greatly about their pets, yet many people don’t translate this into the huge benefits of protecting them with pet insurance. The series aims to reframe the enormous emotional value that pets hold for their owners and drive home the message that pet insurance doesn't just benefit the pet, it benefits the owner too. 

The campaign consists of ads in newspaper health supplements, digital OOH located inside and near pharmacies, as well as 48 and 6 sheets across the country/city.