Vira Shield IBR Campaign

New research suggested that many of Vira Shield's competitors, modified live vaccines or MLVs, caused abortions in the pregnant cows they were intended to protect. These vaccines were previously and widely thought to be safe and effective. This new research is a very big deal in the industry, but also one that required a great deal of education to understand. Reproduction in cattle is a complex science.

Part of the initial education to producers involved a webinar featuring six experts, doctors and vets, whose research showed various aspects of the reproduction issues involved. The webinar was a combination of video testimonial, research slides and live Q&A. The doctors also appeared on a special episode of RFD TV, an agricultural TV broadcast channel, to discuss the research.

Producers who switched from and MLV vaccine regime to a Vira Shield regime offered additional testimonials with anecdotal evidence of reproductive improvement in their herds. These testimonials appeared on YouTube and in rich media video banner ads that showed three clips illustrating the Situation, Challenge and Solution.

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