The RSPCA has launched a series of online games to highlight its campaigns against animal cruelty.
The worldclucksoccerskills.com site has been designed by digital agency Lateral and is themed around the World Cup. The site has three football games, based on dribbling, heading and penalty taking, along with facts about the RSPCA’s Freedom Foods initiative.
The campaign is based on the “World Cluck” and focuses on the welfare of chickens bred for meat in the UK.
The campaign is being promoted through 65,000 e-mails and 8,000 text messages to the charity’s supporters. It is also being seeded on the Miniclip.com site, and the charity hopes players will e-mail the game on to others.
The RSPCA is also positioning the site as an educational tool and says it will work with the Department for Education and Skills to promote it in schools.