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To help dog owners keep their pets healthy, Purina ProPlan launched Street Vet, an interactive billboard that analyzes dog urine and instantly detects potential health problems.

Each billboard releases pheromones to attract dogs to pee on the pole. Then, the urine is analyzed and the results are displayed on the billboard. If the results show small imbalances that could hint to diabetes, kidney problems, UTIs or cholesterol, it recommends a special diet to help prevent disease progression. If a deeper medical check-up is required, pet owners can download the results on their smartphones and take them to the vet for investigation.

Through this campaign, Purina ProPlan goes beyond promoting its lines of dog food to prove its commitment to helping dogs lead healthier lives. Its personalized approach helps dog owners recognize the importance of annual check-ups and the right diet for their pooch.