NOAH sets out to create the biggest ever picture of UK pet health as part of ‘I Heart My Pet’ 2015 campaign

‘Happy Healthy Pets Project’ will aim to tap into owners’ love of taking pet photographs to inspire a focus on healthcare

The National Office of Animal Health (NOAH) is set to launch a brand new campaign aimed at creating the UK’s biggest ever picture of pet health. The ‘Happy Healthy Pets Project’ is part of NOAH’s ongoing I Heart My Pet campaign and will launch next week on NOAH’s site.

The ‘Happy Healthy Pets Project’ will be built around an interactive online gallery, where owners and vet and pet professionals can upload their own photos of happy healthy pets and where visitors will be able to search for images and independent healthcare advice on the particular pet species they are most interested in as the content grows. The aim of the campaign is to inspire owners across the country to prioritise pet healthcare, and to seek independent, expert advice on the subject.

As part of the campaign, NOAH has partnered with top wildlife and animal photographer Victoria Hillman to create five top tips to help all participants capture the perfect pet photo.

  1. Get on their level: A great portrait always focuses on the subject’s eyes, so get down to eye level with your pet!
  2. Patience is a virtue: Remember, this is a fun activity. Keeping your pet relaxed and in a natural environment can lead to capturing their best (and funniest!) qualities
  3. Turn on the light: Good lighting is key, but avoid using flash! Your pet’s eyes are more sensitive than ours and you don’t want to startle them
  4. Play to their strengths: You know your pet better than anyone else: their quirks, likes and dislikes. Use this intel to get a unique shot that shows off your special bond
  5. Get colourful: Pics in colour can capture bright green eyes or a little pink nose – just make sure that background colours aren’t distracting and allow your pet to stand out

NOAH will be offering opportunities to get involved in the campaign throughout the year and will be actively seeking to work with the industry, requesting vet and pet professionals to join in by encouraging their clients to submit photographs through @IHeartMyPetUK, by uploading them directly onto, or by emailing them to NOAH. Specially-designed posters, containing the five top tips will also be made available for vet and pet professionals and partners to display in their surgeries and businesses.

Dawn Howard, Chief Executive of the National Office of Animal Health comments:

“We’re really looking forward to getting the campaign underway, having seen the fantastic levels of participation in photo-based activity for last year’s ‘I Heart My Pet’ campaign. This year, we’re aiming to taking things one step further by creating the biggest ever gallery of pet portraits in the UK with the help not just of Britain’s pet owners, but also of our vet and pet professionals and their clients. The campaign is designed to use a simple, fun and familiar mechanic – taking photographs of our pets – to create interesting, engaging content but also to raise awareness of more serious healthcare messages.

“We’re delighted to have partnered with Victoria Hillman so that we can help make sure all pet owners know how to capture the perfect pic and to encourage as many owners and professionals across the UK as possible to get involved. We can’t wait to see the results.”

31 March 2015

Notes for Editors

  1. For further information on NOAH contact Alison Glennon at NOAH, tel. +44 (0)20 8367 3131, or visit the NOAH website.

  2. The National Office of Animal Health represents the UK animal medicines industry: its aim is to promote the benefits of safe, effective, quality medicines for the health and welfare of all animals.

  3. NOAH’s Pet Health Information (PHI) website gives easy access, immediate, independent advice and was written by veterinary experts. It carries no advertisements and makes no mention of product brands, aims to give sound advice but also promotes the value of expert advice — it encourages owners to go and talk to an expert such as their veterinary surgeon or a pet care specialist.

  4. About the survey: All statistics, unless otherwise stated, have been taken from research carried out on behalf of NOAH by Censuswide among 2,000 pet owners over the age of 18 living in the UK, between 20th February and 25th February 2015.