{"id":2133,"date":"2012-07-18T15:08:45","date_gmt":"2012-07-18T19:08:45","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=2133"},"modified":"2012-07-18T15:08:45","modified_gmt":"2012-07-18T19:08:45","slug":"inside-pr-3-01-pleasantly-plump-with-nestle-purina","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2012\/07\/18\/inside-pr-3-01-pleasantly-plump-with-nestle-purina\/","title":{"rendered":"Inside PR 3.01: Pleasantly Plump with Nestle Purina"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_1555\"><audio class=\"wp-audio-shortcode\" id=\"audio-2133-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_301_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_301_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/IPR_301_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D2133\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>[display_podcast]<\/p>\n<p>As one of the Silver Anvil finalists, we had the opportunity to talk to <a href=\"http:\/\/www.exponentpr.com\/people\/tom_lindell\" target=\"_blank\">Tom Lindell<\/a>, who worked with Nestle Purina on their\u00a0<a href=\"http:\/\/www.projectpetslimdown.com\/\" target=\"_blank\">Project Pet Slimdown<\/a>.<\/p>\n<p>Beginning the conversation by giving us some stats (did you know more than 50 percent of pets are overweight??), Tom talked about how pet obesity mimics our lifestyles and how the epidemic is much larger than human beings.<\/p>\n<p>It&#8217;s as simple as feeding them too much food (or giving them table scraps), but also not getting them the exercise they need.<\/p>\n<p>So, working with Nestle Purina, they started a program\u00a0to address obesity in pets. They discovered it&#8217;s a challenge to address this with pet owners and that people need support and encouragement from both veterinarians and friends. But that they also needed the solutions and inspiration to address the issue with their pets.<\/p>\n<p>Project Pet Slimdown did two things: helped vets\u00a0talk about the topic with their clients and provide pet owners the tools they need to help their furry children lose weight.<\/p>\n<p>A series of webisodes followed pet owners along a three-month &#8211; which showed success, struggles, and weigh-ins &#8211; a\u00a0<a href=\"https:\/\/www.facebook.com\/FightingPetObesity\" target=\"_blank\">Fighting Pet Obesity<\/a>\u00a0page on Facebook, and other social media helped to tell the story.<\/p>\n<p>When we asked Tom the three things other PR pros can take away from this campaign, he said:<\/p>\n<p>1. Tap into cultural relevance;<\/p>\n<p>2. Inspire people vs. berate them; and<\/p>\n<p>3. Recognize it isn&#8217;t easy and that it takes time to change the conversation around an issue.<\/p>\n<div>Listen to the full interview to find out what he means by those three things.<\/div>\n<p>********************************************<\/p>\n<p>Send us an email or an audio comment to\u00a0<a href=\"mailto:insideprcomments@gmail.com\">insideprcomments@gmail.com<\/a>, join the\u00a0<a href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a>\u00a0group, leave us a comment here, message us\u00a0<a href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a>\u00a0on Twitter, or connect with\u00a0<a href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>,\u00a0<a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joe Thornley<\/a>, and\u00a0<a href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a>\u00a0on Twitter.<\/p>\n<p>Our theme music was created by\u00a0<a href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>;\u00a0<a href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a>\u00a0is our announcer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[display_podcast] As one of the Silver Anvil finalists, we had the opportunity to talk to Tom Lindell, who worked with Nestle Purina on their\u00a0Project Pet Slimdown. Beginning the conversation by giving us some stats (did &hellip;<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[648,649,647,646],"class_list":["post-2133","post","type-post","status-publish","format-standard","hentry","category-pr","tag-fighting-pet-obesity","tag-nestle-purina","tag-project-pet-slimdown","tag-tom-lindell"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2133","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=2133"}],"version-history":[{"count":0,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2133\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=2133"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=2133"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=2133"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}