Why would a pharmaceutical company create a children’s book?

To help share its customers’ story

Zoetis is a global animal health company dedicated to supporting animal health professionals, including veterinarians, livestock producers, and people who raise and care for livestock and companion animals. Typically, this support is delivered in the form of quality medicines, vaccines and diagnostic products, complemented by genetic tests, biodevices and a range of services. But sometimes, that’s not enough.

Zoetis customers put so much passion into caring for their animals. They live and breathe the human-animal bond. They have a deep reverence for the circle of life and their part in it. Unfortunately, too many people not involved in agriculture and animal care don’t understand that. The U.S. Zoetis Cattle team kept hearing its customers say they needed someone else to help tell their story.

So, while Zoetis usually focuses on helping farmers and large animal veterinarians care for animals day in and day out, it was time to focus on getting consumers to care about and understand the ag industry in a new way. We collaborated with AgStoryTellers, Amanda Radke and Michelle Weber, to craft a children’s ABC book about caring for cattle. The book, C is for Care, is available to the Zoetis sales force, shared with customers and sold exclusively on, with all proceeds going back to AgStoryTellers for ag literacy. They needed our voice to help share their story.



What does success look like?

Book sales were not a measure of success for us. Sometimes, success is more of a feeling. Already, Zoetis is experiencing increased positive awareness and engagement in social media, great feedback and excitement from their sales force, and new engagements with social influencers who want to work with us.

About the Author

Sarah Kmet-Hunt brings 20 years of experience as an art director and creative director for both consumer and B2B audiences. Since joining Bader Rutter, she has led award-winning work for brands such as GE Healthcare, OfficeMax, Eastman, Johnson Controls and Northwestern Mutual. Her philosophy is that the best brands, whether they are B2B or B2C, create human connections, with every interaction centered around that idea.