“VPI believes there are a large number of gay and lesbian couples who consider their pets to be family,” explains Curtis Steinhoff, senior director of corporate communications for VPI. “With the rising cost of veterinary care, a VPI Pet Insurance policy is one of many things pet lovers can do to protect the health of their entire family.”

VPI launched its “Family Redefined” campaign in early 2006 in pet enthusiast and general interest publications to acknowledge that increasingly more people consider their pets to be part of their family. The new ad features a gay couple from the Los Angeles area and their dog Jake.

“The word ‘family’ evokes strong emotions within the GLBT community,” adds Steinhoff, “so we think this campaign will have even greater relevance to a gay reader. My partner and I consider our pets to be part of our family, and we want them to have the best medical treatment possible. I think there are many others who would agree.”

VPI analyzed its current policyholder database, and found that several of its top markets included communities with high concentrations of GLBT residents. Referrals are a major source of new business, and VPI hopes the new campaign will encourage current policyholders to recommend VPI to their friends and neighbors. VPI offers domestic partnership benefits to its employees and includes sexual orientation in its non-discrimination policy.