Contact: Richard Rapley
Company: MCM Net
Address: 188 High Street, Tonbridge, Kent TN9 1BE
Tel: 01732 368120
PRESS RELEASE

LEONARD CHESHIRE DISABILITY LAUNCHES CREATURE DISCOMFORTS VIRAL GAMES
Leading disability charity Leonard Cheshire Disability has teamed up with digital agency MCM Net to launch a new viral games package as the next phase of its award-winning Creature Discomforts Campaign today (26 September).
Creature Discomforts, which features Aardman’s hallmark plasticine animations, was launched in November last year, and the second series of campaign ran throughout the summer. The campaign challenges people to change the way they see disability and the characters are based on the unscripted voices of disabled people talking about the issues that affect their lives.
One game of the four-game package will be released on the Creature Discomforts website (www.CreatureDiscomforts.org/games) every two weeks from today. The games complement the existing content on the site, which includes eight animations, a video of the making of the animations and information about the people behind the characters, and will allow users to engage with the campaign in an entertaining and interactive way.
This viral phase will engage users through a series of online games based on the characters from the first and second series. The games are fun and easy to play, but also make a serious point with humour.
The first game kicks off using the popular character Callum the Chameleon, and the top five high scorers for each game will receive a signed and framed print of the Creature Discomforts character featured in that game. They will also be entered into a prize draw, from which one winner will receive a special 'money-can't buy' Aardman Animations related prize, which is to be announced shortly.
Stephen Elsden, Marketing Manager at Leonard Cheshire Disability said: "I am delighted to be working with MCM Net on our Creature Discomforts viral games. Their expertise and creativity should ensure that many thousands of new people become aware of our campaign, and change the way they see disability."
The Creature Discomforts campaign also features seven other characters including a stick insect who uses a walking stick, a shrimp who uses a wheelchair, a tortoise who uses crutches and a hearing impaired Cheshire cat. The campaign is already making an impact with more than a third of people admitting that they have more to learn about disability and one in ten saying that they now know that they need to behave differently to disabled people.
Richard Rapley, Marketing Director at MCM Net says: “The Creature Discomforts TV adverts were hugely popular, so naturally we are excited that Leonard Cheshire Disability has chosen MCM Net as their digital partner for the development of the games. Working alongside the charity has been an enjoyable process, and the games will work hand in hand with the TV commercials to change many misconceptions of disability that are unfortunately still prevalent in our society”.
Leonard Cheshire Disability and MCM Net will be working closely with Rubber Republic, a seeding agency that has successfully promoted campaigns for Greenpeace, Easyjet, Sony, and JVC.
Ends
For more information about the games contact: Richard Rapley, Marketing Director at MCM Net on 01732 368120 or rwr@mcmnet.co.uk.
Website: www.mcmnet.co.uk/www.mcmgames.co.uk
For more information about the Creature Discomforts campaign, including images of the characters contact: Lucy Winter at Leonard Cheshire Disability on 020 3242 0246 or lucy.winter@LCDisability.org.
Notes to editors
MCM Net is one of the UK’s leading digital marketing specialists located in Tonbridge, Kent. Established in 1997, viral games are nothing new to us - we’ve been creating them for over 10 years, and in that time we’ve learnt not only what makes a good viral game but also how to deliver a real ROI as well as big traffic.

Leonard Cheshire Disability supports over 21,000 disabled people in the UK and works in 52 countries. We campaign for change and provide innovative services that give disabled people the opportunity to live life their way. Visit www.LCDisability.org

Published on: 12:00AM on 26th September 2008