Case Study: The World Cluck
- The World Cluck RSPCA
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To raise awareness of chicken welfare in the UK, Lateral launched the RSPCA World Cluck game to coincide with the 2006 World Cup. The connection between the two isn't as far fetched as it may seem. Not only are welfare chickens firm fans of the game – they enjoy playing with footballs to keep fit – but a vast amount of non-welfare chicken is sold from food premises during World Cup matches.
The catchy, addictive game was interspersed with subtle welfare facts and provided links to the RSPCA site where users could find out more information and where to buy welfare products. The game received over four million visitors in its first month.
