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Up to half of Britain’s cats and dogs are overweight. The RSPCA wanted to encourage owners to help their pets get slim; educate pet owners about obesity; provide a resource for assisting pet weight loss and collect data on pet obesity trends.
Tangent One developed Pets Get Slim, a community website that helps owners help their pets to ‘fight the flab’ by providing a range of helpful guides and tips, as well as allowing users to share their experiences and useful information. We decided on the community approach because such destinations provide a fundamental way for charity brands to support campaigning online. The website needed to engage pet owners in a friendly manner, and present information in an easy to use format that would appeal to a wide spectrum of users, from children to OAPs.
On the Pets Page, owners can upload photos and details of their cat or dog, make friends, give encouragement by sending their friends a 'round of appaws', a 'pat' or 'stroke'; they, and other users, can follow their progress as they shed those kilos. Other pet owners can leave messages of encouragement.
The Weight Clinic has helpful advice and videos to define whether your pet is overweight. TV Vet Joe Inglis provides feeding, exercise and weight loss tips, and features ‘Slimmer of the Week’. There is a Weight checker where owners can use the comparison slider to see at a glance if their pet is overweight. The user can work out a pet’s ideal weight and create their very own weight loss plan. The popular Forum allows owners to share tips, encourage each other and ask any questions that Joe could help with.
