In 2002, the equine industry was hit hard by the West Nile Virus. With a very limited marketing budget, Novartis Animal Health introduced a West Nile Virus Antibody for equine -- a product given to horses that contracted the disease to lessen the impact. Morgan&Myers created a program to quickly increase awareness among equine veterinarians and cooperating distributors, and to garner earned media coverage in equine publications. Direct and electronic communication to veterinarians and influencers was conducted. Educational tools and media relations efforts were completed. The results? More than 600 equine vets responded to the introductory mailing and stories about the new product appeared in more than 60 percent of targeted publications. The campaign was recognized as the Best of NAMA Companion Animal Public Relations Campaign.