A campaign to increase veterinary professional and owner knowledge about the growing threat of worms in the UK has been launched.
The Wormwise campaign from Elanco, and its Milbemax product, aims to encourage owners to visit their veterinary practice to properly assess pets’ risk of worms and talk about optimal deworming frequency.
Veterinary professionals are also being urged to share responsible worming messages to help owners understand the changing and growing threat tapeworm, roundworm and lungworm poses across the UK and Ireland.
A series of practice materials, featuring Milly the cat and Max the dog, have been produced to help staff spread the word.
Plans are also afoot to take the message to shopping centres across the UK this year, to “disgust and delight” shoppers.
At the heart of the campaign is the mantra “being Wormwise is EASY”, which stands for four steps:

• Educate yourself about worms
• Assess your pets’ risk
• Seek advice from your vet
• You can take worm control to the max

“Wormwise will be build over the next few months and is all about getting owners to visit vets and helping clinics to have more constructive deworming conversations in a fun and accessible way.”Companion animal technical marketing manger at Elanco UK and Ireland Victoria Sumpter said: “The risk of infection with worms has increased for a variety of reasons, and we know many owners are not deworming enough.