Dechra launches hard-hitting Cushing’s campaign


The news comes after many owners would put the signs down to old age

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Dechra has unveiled a hard-hitting nationwide campaign to raise awareness of Cushing’s syndrome amongst dog owners and drive them to vet practices for diagnosis, treatment and monitoring.

The news follows a recent survey of 1,000 UK dog owners that revealed that over three-quarters (77%) would put many of the top ten signs of Cushing's down to ‘old age’, meaning that their beloved dog could be left suffering for a long time, seriously affecting their quality of life.

For every 100 cases of Cushing’s syndrome treated, a further 57 are suspected but not diagnosed2 with health issues just seen as dogs ‘getting old’ and owners unable to spot the many varied signs of the disease.

The ‘Prime Suspects’ campaign will encourage dog owners to become a ‘Cushing’s Detective’ and look out for signs in their dogs in an imaginative and engaging way.  A series of characters have been developed to educate dog owners about the many signs of Cushing’s such as: hair loss, excessive urination, increased appetite, excessive panting and lethargy.  The characters featured in the campaign include Panting Patsy, Leaky Larry, Lazy Lynn, Greedy Gus and Little Patch.

A nationwide pet-focused multimedia campaign will support the ‘Prime Suspects’ initiative and will include TV and print advertising, online banners, pay per click advertising and social media to engage owners and encourage them to seek advice from their vet if they suspect Cushing’s in their dog.

Sarah Musgrave, companion animal brand manager at Dechra, says: "Our research identified that 48% of dog owners worry about their pet’s health and welfare more than their own1, however owners are often unable to spot the many varied signs of Cushing’s, as they are simply put down to dogs getting old or undesirable behaviour.  Our ‘Prime Suspects’ campaign will help address this by highlighting the many signs of Cushing’s amongst dog owners and drive them to seek help and advice from their vet.”

For further information on Cushing’s go to