Problem

PDSA is often eclipsed in the vetinary market by RSPCA due to RSPCA's heartfelt TV appeals.

 

Insight

A pet is a friend and companion. 
When someone loses a pet, there is a very odd and empty feeling.

 

Solution

Use relatible and loved relationships to illustrate the feeling of loss when a pet passes away, to encourage people to ''Keep the friendship alive'' by caring for their pets with PDSA.