There is a misconception that year-round flea and tick protection is unnecessary. In order to break through the myths and reach misinformed pet parents, a campaign was needed to change their minds. Called WTFT? (What the flea and tick?), the idea plays off of the common “WTF” acronym already in consumers’ vernacular. It showcases surprised pets with alarming facts about fleas and ticks—using real stats and figures to convince pet parents that protecting their pet with PetArmor is critical.