Digital campaign of the week: the RSPCA

The animal charity has launched a Facebook campaign to raise awareness of pig welfare among consumers

RSPCA Think Pig campaign
RSPCA Think Pig campaign

What is it?

The RSPCA’s Think Pig campaign has been started to encourage shoppers to use their consumer power to improve pig welfare. The charity is campaigning against the living conditions of many of the 160 million pigs bred for meat across Europe. The RSPCA is aiming to raise awareness of the welfare issues that pigs face, of which most people are not aware. The charity wants consumers to Think Pig when out shopping and make sure what they put in their shopping basket is a vote for better pig welfare.

What is the charity doing?

The RSPCA has created a Facebook word game, which incorporates facts about pigs and pig welfare, and encourages people to show their support by joining the campaign Facebook page. The campaign aims to help shoppers spot the right labels on products to help them purchase pork that has the RSPCA stamp of approval.

How is the game being promoted?

There is a twibbon campaign to promote the game and a YouTube video that tells people what the campaign is about. A Facebook page has also been set up to encourage people to play the game and a number of offline campaign packs have been sent out to supporters. There is also a micro-site on the RSPCA's website.

What agencies where involved?

The RSPCA commissioned NixonMcInnes to manage game development and execute the online elements of the campaign.

Third Sector verdict:

Using the Facebook game helps the public find out more about the campaign's serious message, but in an entertaining way, making them more likely to engage with the campaign. The YouTube video is similarly presented in a fun, family-friendly way that very simply explains what consumers should look out for when they are shopping. Using the Twibbon campaign and links on the RSPCA website also maximises exposure for the campaign.


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