The partnership between iOL Advertising, the exclusive advertising sales house for 3BMeteo, and Elanco Italia continues in 2026 to promote the Parasite Risk Index (IRP). The project turns a daily habit like checking the weather forecast into a valuable opportunity to raise awareness of pet health and the importance of prevention for dogs and cats.
By combining weather data, risk levels and scientific information, the IRP helps pet owners make increasingly informed decisions to protect their animals.
The 2026 edition introduces important scientific and visibility enhancements:
- New risk indicators: developed in collaboration with the University of Messina, the predictive algorithm now also incorporates risk indicators for heartworm disease (Dirofilaria) and leishmaniasis.
- New editorial touchpoints: easier access through a direct link in the 3BMeteo Previsioni Italia menu and a dedicated box within local weather forecasts.
To support the project, a comprehensive multichannel ecosystem has been developed, including sponsorship of the dedicated 3BMeteo section, high-impact display advertising campaigns for Elanco’s Seresto, Advantix and AdTab antiparasitic brands, as well as dedicated social media and DEM activities.