To celebrate the forthcoming World Cup, Digital Communications agency Lateral has created a World Cluck game at for the RSPCA, the world’s oldest and most famous animal charity. The game highlights the welfare issues of millions of chickens bred for meat in this country, and the higher welfare alternatives available.

The game - based on opposing teams of chickens preparing for the World Cluck - isn’t a poultry attempt to ruffle the feathers of the general public, it’s created to appeal to a wide range of supporters and fans of the RSPCA, as well as to provide a valuable and fun educational tool for schools, colleges and groups by outlining the facts and choices of farmed chicken.

Just one of the many benefits of rearing chickens to higher welfare standards - like the RSPCA's Freedom Food labelled chicken - is that the chickens have a more interesting environment to interact with such as straw bales to peck at and perch on, and footballs to push around.

“Although obviously tying in with the theme of the world cup this link isn’t as far-fetched as it seems. Simply giving the barn-reared chickens a little extra space to move around in and a ball to play with, can really help improve their welfare. The activity not only gives them something interesting to do but it also provides them with exercise which is key to keeping them healthy.” said Chloe Alexander, Campaigner at the RSPCA.

Game players will be faced with the challenge of training their chickens in various tests of their football skills, including dribbling, heading and penalties to try and claim the biggest prize of all – the World Cluck. After taking part, the RSPCA hopes game players will want to pass it on to as many friends as possible, making the game a real rolling success.

Players can use the Stat-Scan after each game to see the development differences of the chickens, which show even after two weeks. There are no cheap shots here, the differences are astounding. Hard facts are embedded in the game. Through explaining facts clearly and simply the game demonstrates how fit chickens provide food that’s fit to eat.

“Where this game scores is that it provides an entertaining, and topical way of educating people where they can easily see how with very few positive changes, chickens can be reared cheaply in a way that benefits not only their well being but, as consumers, ours too. ” Said Jon Bains, Chairman of Lateral

For further information on Lateral please contact:
Karen Durham-Diggins
T: 020 8989 2541
M: 07808 584 624

For RSPCA press office please contact Rebecca Ralph on 0870 754 0450

Editors Notes:
Lateral, is a small, but perfectly formed, independent digital communications agency, that packs a punch with heavy weight clients.

UK based Lateral, established in June 1997, has evolved into a unique consultancy that focuses on providing their clients with creative strategies and then executing them, using a support network of symbiotic business partnerships with specialist companies and their own network of companies.

Their pioneering expertise and professional approach has attracted recognition both within the new media industry, having been awarded several times for their work, as well as the consumer market as can be seen by their client list which includes: Levi’s® Europe, Faber and Faber, Nintendo, Five and RSPCA.

Published on: 12:00AM on 7th June 2006