I've just picked up a leaflet for Merial's bluetongue vaccine.
One thing that immediately strikes me is an image of a £50 note burning - the message being that 'Bluetongue can destroy livlihoods as well as livestock'.
But the irony is the image may say something completely different to many farmers who shelled out for vaccine this year only to find the disease hasn't come back.
Without doubt vaccination is the safest option as the Uk is technically still at risk of incursion.
But convincing farmers of that will take more than a snazzy sales leaflet.
There's an interesting session here at the BVA congress in Cardiff this afternoon which (according to yet another glossy brochure) will explore the difficulties faced in 'maintaining vaccine take-up'.
Short of the disease arriving, its hard to see exactly how Defra, vets and the farming industry are going to convince farmers to do it come spring next year.
