Precedent creates Political Animal website for RSPCA

Precedent has created a microsite for the Royal Society for the Prevention of Cruelty to Animals to promote animal welfare policy before the General Election later this year.

The RSPCA Political Animal website, which launches this week at, provides information about topics including the law on status dogs, wild animals in circuses and testing on animals, as well as current RSPCA campaigns.

Precedent was approached by the charity in December 2009 following work on the RSPCA’s main website and a similar microsite before the European Parliament elections last year. For the General Election website, Precedent was briefed to broaden the site’s scope to stimulate dialogue between the general public, MPs and electoral candidates. Users can access an interactive poll, watch videos about the RSPCA’s history and discuss their views in an online forum.

RSPCA parliamentary officer Stacey Frier says, ’Animal welfare law can sometimes be a bit dry, so we wanted a site that got the ideas across in a modern, interactive way and kept people coming back.’ The site features a colour palette in line with the RSPCA’s home website, but is visually bolder, says Frier. ’We wanted a particular look and feel to the site, which we nicknamed the Hitchhiker’s Guide to the Galaxy-style,’ says Prier.

’It’s modern and interactive with silhouettes and cut-outs.’ The site is a step sideways for the RSPCA brand, says Precedent consultant Sedef Gavaz. ’It’s bold and punchy in line with the campaign’s aims, and we’ve bent the brand guidelines with the wording as well as visually,’ says Gavaz. ’We wanted the site to say “We know you’ve got an opinion – now tell us”.’

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