Lateral website vetted by RSPCA

Lateral has won a four-way pitch to redesign the website for animal welfare charity RSPCA, which goes live in the autumn.

The group’s brief is to update the look of the site to reflect a more serious and mature approach to its charity work, says Lateral client services director David Hart.

The website,, will carry up-to-date animal welfare news, advice and information. Visitors to the site will be able to join the RSPCA, donate money and support national and international RSPCA campaigns. It will also feature games and fun elements for younger supporters.

‘The site should support our core activities in an accessible and sympathetic way,’ says RSPCA head of publications and on-line development Michaela Miller.

The redesign of the website is part of a wider technological initiative at the RSPCA, which includes the implementation of a new IT structure by Cable & Wireless.

‘The website is four years’ old and the IT world has grown up since then,’ says Miller. ‘We want to make it more newsy and campaigning but not lose its child-friendly nature,’ she adds.

Raven has been appointed to redesign the website for animal welfare charity Blue Cross,, which is due to go live in early September.

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