Boehringer Ingelheim: Moments of Stress

Boehringer Ingelheim, a pharmaceutical company, launched a global campaign to educate horse owners and vets on 'Moments of Stress' that could lead to ulcers in horses.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Horses are the majestic, near-magical portrait of the frontier. Most people don't know that evolutionarily, horses are also prey animals, and they live on constant alert. This disposition for stress often leads to equine gastric ulcers, a painful and debilitating injury that horse owners often don't recognize.

Despite horse owners' powerful bond with their animals, we suspected they didn't realize the impact everyday stress triggers could have on their horse or how prevalent gastric ulcers really are in all horses, not just performance horses.

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