New veterinary school grads don’t want to move to rural areas because the pay isn’t as good, and rural is in the middle of nowhere. Smaller towns are up against a major shortage of animal doctors. That’s not good for Wisconsin farmers. So the WVMA helped create and promote a rural veterinarian loan repayment program to motivate students to make the move.

This flyer, featuring pointed messaging and startling stats, was put in the hands of state legislators to help them appreciate the situation and motivate them to pass the bill.

Good news: it passed. I like to think this piece played a role.