Southern Cross Pet Insurance, along with the New Zealand Veterinary Association (NZVA), are rallying brands and marketers to protect cats and dogs from human foods that can make them ill and, in doing so, change the face of pet food safety forever. ‘Paws Off!’, is a new initiative and campaign developed by TBWA\NZ. It will form part of Southern Cross Pet Insurance’s ongoing initiative to identify and tackle the threats pets face to help them live their best, longest lives. Recent research* from Southern Cross Pet Insurance shows that one in three Kiwi pet owners are in the dark about the everyday foods and drinks which can be harmful - or even fatal - to their beloved furry friends. To combat this, the pet insurer, alongside the NZVA, is launching the world’s first freely available warning symbol to educate people on ingredients that are unsafe for pets. Free and easy for anybody to use, the symbol comes with simple guidelines and information around what makes certain foods and drinks so toxic. CMOs are invited to show their support by applying the Paws Off! symbol to packaging and sharing it on social media. To access the symbol and information, CMOs can visit pawsoff.co.nz. TBWA\NZ worked with Seachange Studio to create the symbol and design system which is agnostic and can be applied by any relevant brand. Following the initial packaging-focused phase of the campaign, Southern Cross Pet Insurance will be raising awareness amongst consumers around toxic ingredients for pets. Veterinarians will receive pamphlets highlighting the food safety messaging to hand out to pet owners, which will also be available to download and share. Paws Off! is supported by a fully integrated campaign including film, OOH, PR, digital and social, where the Paws Off! character is reaching out to global CMOs and brands with examples on how the warning symbol could be adopted.