The company says the initiative, which is targeted at veterinary professionals and farmers, will be supported by an extensive social media, advertising and PR campaign.
The social media campaign will take the form of social media content, newsletter articles and images for veterinary practices to use on their social media channels and will include information on the cost of dairy cow lameness and tips to manage lameness.
Rose Jackson BVSc DBR CertVBM MRCVS is the farm clinical director at Scarsdale Vets which has already trialled the new materials. She said: “The ‘Wave Goodbye to Pain’ social media content has ensured that we are able to post eye-catching and thought-provoking content to continue to engage with our clients and raise awareness of the ‘triple works’ approach to lameness in cows, which includes using a NSAID such as Ketofen, alongside a trim and block for a more complete recovery from lameness than trimming alone.”
The ‘Wave Goodbye to Pain’ campaign was launched following a study by Nottingham University which revealed that NSAIDs have a synergistic effect when given alongside effective hoof trimming and blocking to treat lameness1.
The study looked at claw horn disease of the hind foot and found that trimming alone resulted in a 69% rate of return to mobility without lameness in 35 days. Adding a block into an effective trimming protocol raised the success rate to 72%; trimming and administering a NSAID raised it to 76%. Interestingly, using all three techniques together - trimming, applying a block and administering an NSAID - resulted in 85% of cases being successfully resolved (Mobility score or 0 or 1).
Gemma Robinson BVM BVS MRCVS, ruminant veterinary adviser at Ceva Animal Health, said: “The study highlights that effective and prompt pain relief with NSAIDs can quickly help restore animals back to full productivity. Attitudes on the use of pain relief have changed significantly over the last 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 that 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.
“Some concerns have been raised that the issues associated with antimicrobial resistance and antibiotic administration are causing farmers to avoid the use of all injectable treatments. We need to be clear that NSAIDs are anti-inflammatories, not antibiotics, and it is important they are used for pain management, fever and the clinical signs associated with many common conditions. With zero milk-withhold NSAIDs available - there really is no reason to hesitate when it comes to administering pain relief in otherwise healthy cattle.”
For more information on the ‘Wave Goodbye to Pain’ campaign visit the website designed for farmers (www.wavegoodbyetopain.co.uk), contact your local Ceva territory manager or call 01494 781510.
To request a copy of the ‘Wave Goodbye to Pain’ social media pack (including pre-developed posts and images which you can send out to your own clients), speak to your Ceva territory manager or email: cevauk@ceva.com with your name, practice name and address details.
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