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The RSPCA has appointed Kyp Systems to develop and produce a new higher welfare chicken iKyp guide to accompany its campaign promoting improved conditions for chickens reared for their meat. The new iKyp – information to Keep in your pocket – will be distributed as part of a pack to raise awareness of farm animal welfare issues. The distribution will take place during Farm Animal Week (25 September - 1 October) by roaming teams in London, Leeds, Bristol, Cardiff and Birmingham - as well as in local RSPCA centres and charity shops.
The higher welfare chicken iKyp will focus on informing consumers of the potential suffering involved in modern production systems and aims to promote higher welfare chicken such as those labelled Freedom Food, free-range or organic. The RSPCA intend to use the iKyp in order to also help change the false perception that buying a high-welfare chicken will break the bank. For example, buying Freedom Food-labelled barn-reared chicken will mean that the chicken has been reared on a farm inspected to strict RSPCA welfare standards, yet the difference in cost compared to a standard chicken can be as little as £1 extra.
Chloe Alexander, Campaign Manager at the RSPCA states: “The iKyp’s user friendly design is the ideal format for the RSPCA to raise awareness about the importance of good welfare for chickens. We hope the quirky design will grab people’s attention and the pullout leaflets and decision wheels provide all the information consumers need about the campaign and how they can help improve the lives of chickens farmed in the UK.”
Freedom Food was created by the RSPCA in 1994 and is dedicated to improving welfare standards for the 900million farm animals that are reared for food production in the UK each year. The scheme runs independently from the food industry and sets detailed standards  for living conditions, handling and transportation of animals which  to which its members  - including farmers, hauliers, processors and abattoirs – must adhere.
Nicholas Miller, COO/Joint CEO of Kyp Systems, commented: “The iKyp is an extraordinarily versatile and adaptable communicative tool that can be used to improve the effectiveness of awareness campaigns such as the RSPCA’s higher welfare chicken initiative. By cutting through the clutter of traditional leaflets and flyers, the iKyp has a far greater user-retention and the information contained within it will be absorbed.”