Our Chicken Out! website has won the award for ‘Best Use of Interactive’ at the Broadcast Digital Awards.
The campaign was fronted by River Cottage’s Hugh Fearnley Whittingstall, who tried to change the way Britain consumes chicken and sets up his own intensive poultry farm to demonstrate just how cheap chickens are currently produced.
The website is now run by Compassion in World Farming, and was recognised for its “outstanding ability to enhance the viewing experience and become a key element of a TV programme’s success”.
Hugh Fearnley-Whittingstall, Compassion in World Farming, and the Seachange team behind running the website were ecstatic at receiving such a coveted award for their hard work in engaging the public in a campaign for higher animal welfare standards.
There are now almost 180,000 Chicken Out! supporters backing the campaign for a free-range future and over 250 MPs lending parliamentary support. The organisation is urging the UK government to introduce legislation that improves the lives of millions of chickens.