Spring AVMA ad campaign takes flight

Cherry blossoms have not been the only things springing up in the nation’s capital over the past few weeks. The AVMA’s spring advertising campaigns are underway and have been popping up on mobile devices, websites and in daily newspapers.

As you may recall, last year the AVMA ran a series of digital and print advertisements urging Congress to pass the Veterinary Medicine Mobility Act (VMMA), which will permit veterinarians to carry and use controlled substances beyond their brick-and-mortar clinics to treat their animal patients. Those ads were featured in National Journal Daily, National Journal’s website, Roll Call’s website and in several Congressional Quarterly Roll Call e-newsletters. The ads pointed congressional and federal agency staff to AVMA’s website where they could learn more about how this issue impacts veterinarians.

In March, the AVMA kicked off the campaign once again with a full-page color advertisement in National Journal Daily on March 26 and a weeklong assortment of digital ads on National Journal’s website.

In April, the AVMA will be running digital ads on this topic throughout National Journal’s website for a week, along with a large vertical ad in National Journal’s Politics section for two weeks. For the first time, the campaign will also feature mobile-friendly ads so people accessing the National Journal on their mobile devices—such as smartphones, tablets or laptops—can see these as well.

The association will complement this month’s campaign with digital ads on RollCall.com, including a complete homepage takeover and interstitial (an ad that briefly appears when a visitor opens up a website before allowing the visitor to continue onto the site) ad on April 29, and in CQ Roll Call’s Lunch Break e-newsletter during the last two weeks of the month.

The ad campaigns are just one more way that the AVMA is working on behalf of its members to educate those on Capitol Hill about the impact that this bill has on the health and welfare of animals and veterinarians’ ability to do their jobs. With the U.S. Senate unanimously passing the VMMA earlier this year and the House Energy and Commerce Committee recently following suit, we hope that the House will quickly take up the bill upon its return from the April congressional recess.

AVMA members are encouraged to visit the aforementioned websites in late April to see the ads and to contact their legislators today in support of this bill. Let’s keep working together to get this important legislation passed!

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