Focus: Communications - Three minutes with ... Fiona Pereira,campaigner, Animal Aid

How did your recent campaign come about?

Some of us put together a group called Charlie and the Spent Cartridges as a joke. We have since produced Hunt Generation, which is sung to The Who's My Generation but with different lyrics.

For example, the first verse goes: "People ought to put us down/Before we join that countryside crowd/We don't have to sing for the hungry or poor/We're the hunting, shooting rock dinosaurs."

Why did you make a viral video of the song?

In the video, we have masks and pipes to look like typical Countryside Alliance members. We are mocking its Highclere Rocks event, at which Roger Waters of Pink Floyd and Bryan Ferry played. Roger Daltrey, lead singer of The Who, was originally in the line-up. This is what sparked the idea, but he had to pull out.

Have you done this before?

No, it's not the kind of tactic we would normally use. When we heard that so many musicians were playing at the event, it made us angry. They used to be proud of their 'alternative' lifestyles, but they are now pro-hunting and shooting and even helped celebrate it by taking part in the concert.

But instead of getting annoyed or protesting, we came up with the idea of doing a spoof video to poke fun at them. The idea came about when we were chatting about it in the office.

How successful has it been?

We estimate that about 2,000 people saw it in three days, and we received some really positive feedback. That's the great thing about virals - they just grow outwards like a tree. You send it to one group of people and they send it on to people they know, and so on.

It also led people to our website and raised awareness of the issue of shooting. About 35 million pheasants are shot every year for 'fun' - it's wasteful and cruel. This was a light-hearted way of highlighting a serious problem.

- Stephen Bubb is chief executive of the Association of Chief Executives of Voluntary Organisations (Acevo). Send your questions to stephen.bubb@haynet.com.

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