The animal-welfare charity has launched a mobile phone-based game called MobiDog, inspired by the Tamagotchi games, which it hopes will help spread the message of responsible pet ownership.
RSCPA campaigner Helen Ball said the game was intended to educate users about the Animal Welfare Act 2006, which places a 'duty of care' on owners to ensure they look after their pets.
The MobiDog, which was created and developed by Lateral, requires its owner to feed it and provide water, shelter and companionship.
The charity has previously launched a cyber pet, which supporters can download to their computer desktop and 'look after'.
The RSPCA relies entirely on voluntary donations and supporters' legacies.
Earlier this year, it hired Web Liquid to create a viral-based competition around the Formula One British Grand Prix, offering tickets to the race at Silverstone.
This article was first published on Marketing