The purpose of this site was to change public opinion on the lack of legislation in the UK on farm animal welfare. We wrote and designed it like a children's book to contrast with the stark reality of the situation. (Much of our target audience were children and so we needed to avoid being too graphic.)
Research shows that people respond to charity initiatives when faced with positive imagery, so by giving the site an innocent, satirical slant we wanted people to write to Margaret Beckett, secretary of state at DEFRA (Department for the Environment, Food and Rural Affairs), demanding change.
Later in the site we were able to detail animal suffering in more detail.