Site Visit: Political Animal

The animal welfare charity the RSPCA wanted to create a website that would provide information on animal welfare for politicians

RSPCA's Political Animal website
RSPCA's Political Animal website

Organisation: RSPCA
Agency: Precedent
Spend: Undisclosed

The animal welfare charity the RSPCA has been helping animals since its foundation in 1824.


The RSPCA approached the communications consultancy Precedent last summer with a brief to develop a site that would provide information on animal welfare for politicians and key decision-makers. The site took three months to develop, but was not launched until March this year because of the large volume of detailed content on the website that had to be uploaded.

Design and content

The website is called Political Animal because the RSPCA wanted to give the site an identity separate and distinct from the rest of its branding, partly to raise awareness that the organisation has a political side.

Special features

The website features an Animal Welfare Indicators section, with data and statistics on themes ranging from stray dogs and animals frightened by fireworks to the transport of live animals. The intention is that politicians and decision-makers can access the data and use it to lobby more effectively on animal welfare issues. The site also includes different sections relating to politics in Westminster, Wales, the European Union and local government - the reason being that each jurisdiction has its own animal welfare laws.

The RSPCA says:

"The site provides answers to questions that are frequently asked by MPs, information about how the RSPCA works with other organisations and briefings on animal welfare issues, such as dog fighting, exotic pets and microchipping."


Navigation: 5
Accessibility: 4
Innovation: 3
Content: 5

TOTAL: 17 out of 20

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