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The site was designed to raise awareness of animal welfare campaigns in a contemporary and dynamic fashion, exploiting the potential of user-generated content dissemination and discussion through 'the social web' platforms.
The main task of the website is to enable users to easily sign up for the Campaign Network, and by doing so they help to 'Give Animals A Voice.' Once signed up they receive regular content and communications from the RSPCA team, and are able to discuss the issues on the ‘Your Voice’ blog.
The site encourages an understanding of the campaign issues through simple engagement techniques including watching videos on issues such as live transport, and forwarding to friends through the ‘Share This’ functionality. Newly available on the Campaign Network is a video gallery which members can upload and rate videos, and send videos to a friend.
Since soft-launch on July 10th 2007, the Campaign Network website has seen a steady increase in traffic and an amazing 15% of total visitors have contributed to the ‘Your Voice’ blog. In the period between 10th July and 30th November, there have been over 30,000 visits to the site, with an 82.8% rate of new visits.
“This is the first time that members of the public have had a chance to interact with the RSPCA and their campaigning staff in a dynamic digital environment. The Give Animals a Voice website will hopefully become a landmark destination where discussion of important animal welfare issues can take place; the current enthusiastic usage of the Your Voice blog shows there is a definite demand for such a forum.” Mathew Riley Group Account Director at Tangent One.
