Lateral’s letter should get fur flying at No 10

The prime minister’s inbox will soon be swamped by e-mails from animal lovers far and wide, thanks to a letter-generating ruse by the RSPCA to support the Animal Welfare Bill.

Created by digital communications group Lateral, the ‘weapon of mass awareness’ campaign will provide those at the top of the food chain – the electorate – with a pre-formatted letter to Mr Blair, asking that our fluffy friends further down the chain be better protected.

‘When you buy a cat or a chinchilla, it’s really important to know what to do,’ advises the RSPCA.