The RSPCA needed to show MP’s that their constituents really did care about animal welfare in advance of a bill being introduced into the House of Commons. It’s very hard to get people to write – even email, and pro-forma letters are discounted as either too easy (just a click), or it’s believed that a few people are sending them all.
Our challenge was to get supporters to send individual emails to their MPs. Our idea was to make it fun and easy for them to generate an individual email ready to send to their MP. We came up with an “Email Generating Toy” with drop-down menu’s to create individual messages.
Once competed, the users email-client was launched with an email ready to send to their MP. We also helped supporters find their MPs email address.
The Animal Welfare Bill is now law.