What is it?
The RSPCA's new viral film, part of its Quash the Squash campaign to urge the Government not to adopt part of proposed EU legislation that would provide meat chickens with less space than current industry practice in England.
The film follows the antics of a giant chicken in London, who invades the space of passers by in order to highlight the issue. Its aim is to encourage people to sign an e-petition.
Why a viral film?
Because the charity wants to reach a wider audience than its core animal campaigners, according to Melanie Andrews, campaign manager for farm animals.
How is it being promoted?
With Facebook advertising. "We're targeting anyone talking about issues to do with food and animals," says Andrews. "We've also set up our own Facebook group, and have promoted it on Twitter".
How will it be evaluated?
The Good Agency, who created the film, is tracking its progress on the RSPCA's behalf. It plans to monitor blogs, forums and discussion groups that are talking about the film. The agency will be measuring supporters' depth of engagement witht he campaign as well as trafffic to the microsite.
What does the RSPCA hope to achieve?
"Ultimate success will be for the law not to be adopted," says Andrews. "But we will use the information we gather to inform planning of future campaigns."
Third Sector's verdict
An entertaining way to introduce and explain a campaign against complex legislation.