#wavegoodbyetopain initiative launched

Following a study conducted by Nottingham University that uncovered the synergistic effect that NSAIDs have when given alongside effective hoof trimming, Ceva Animal Health has launched a cattle pain initiative, “Wave Goodbye to Pain”, which the company hopes will focus attention on the extent to which pain relief affects lame cattle and how it enhances the progress of recovery time. In a 2006 study, just 36% of farmers were found to be aware of the need for pain relief, but that figure has now risen to 52%. Ceva are using a PR campaign together with newsletter articles, advertising and social media content to highlight the costs associated with dairy cow lameness, to offer help and advice on how to manage the condition, and to bring the “Wave Goodbye to Pain” #wavegoodbyetopain campaign to its target audience of farmers and veterinary practices. The campaign resources will be made available to veterinary practices to utilise through their own social media platforms.
Ceva AH ruminant veterinary advisor, Gemma Robinson, said: “Attitudes on the use of pain relief have changed significantly over the past 10 years and dairy farmers can have a positive influence by ensuring they recognise the value of NSAIDs and prioritise their use on farm. It is important vets discuss NSAIDs with their clients, both to manage illness and for routine procedures, and our ‘Wave Goodbye to Pain’ campaign will help encourage farmers to think about their current pain management plan, take action and seek help from their vet.”