Farming families in need are to receive much-needed support thanks to a new campaign launched by Elanco Animal Health, in partnership with the Royal Agricultural Benevolent Institute (RABI).

Pledge cow
Pledge Cow has been touring events, such as the World Buiatrics Congress in Dublin.

Following the launch of Imrestor, a novel immune restorative for dairy cows, Elanco’s Pledge To Protect campaign aims to drive awareness of the financial and emotional difficulties farming families can face.

Pledge Cow

Supported by Veterinary Times, the campaign asks vets and farmers to make a symbolic pledge to protect dairy cow welfare by addressing immune suppression in their herd. In return, Elanco will match every pledge with a £5 donation to RABI.

Pledges can be made using tokens at events – such as UK Dairy Day or BCVA Congress – or online, via The Vital 90 Days website.

Acting as a barometer for the campaign, pledges are tracked by a life-size cow model, dubbed “Pledge Cow”. Once Pledge Cow is full, Elanco will make its donation to RABI.

To help boost awareness of the campaign and RABI, vets are being encouraged to use the hashtag #PledgeToProtect and share Elanco’s “Way of Life” video, which celebrates the commitment and dedication farming requires.

Challenging times

Kingsley Baxendale, ruminant marketing manager at Elanco, said: “These are challenging times, with farmers under a huge amount of pressure to reduce disease levels and improve efficiency on their farm; every litre now really does matter. The vet is the ‘go to’ person who farmers seek advice and guidance from and on how to achieve this.

“Despite the best advice and the most proactive farmers, some simply don’t make it and fall on hard times. Through making their free Pledge To Protect, vets can win in both areas – helping farmers to reduce transition disease (such as mastitis) and improve herd health, but also support farming families through the tough times by pledging £5.”

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