Pigeon publicity stunt ruffles welfare groups

Animal welfare groups yesterday criticised a public relations stunt on behalf of an insurance company which involved sending live pigeons by courier.

Financial journalists, despite being accustomed to the freebies and frippery proffered by the financial community and their public relations companies, were bemused and horrified yesterday to be sent live pigeons - in cardboard boxes, by courier.

The 77 pigeons were sent out to promote the launch of an obscure financial product by Scottish Life International.

Accompanying the pigeons were letters asking the financial journalists to let the birds go - they were homing pigeons.

But wildlife charities and pressure groups expressed outrage and the Royal Society for the Prevention of Cruelty to Animals raised the possibility of a private prosecution for the "totally irresponsible stunt".

The birds had been in the boxes without food or water overnight before being delivered yesterday morning, according to Clarendon, the PR firm behind the stunt. Some birds had laid eggs in their carrying boxes.

Even pigeon fanciers had doubts. Beatrice Penn of the Royal Pigeon Racing Association said: "I can't understand why a responsible organisation would send live birds to people without asking them first if they wanted them."

The RSPCA said it is a requirement under the 1911 Protection of Animals Act that people being sent live animals are made aware they are going to receive them. Convictions for causing "unnecessary suffering" carry maximum fines of pounds 5,000 or six months in prison.

Clarendon's James McDonald said the company had called all organisations before sending the pigeons. He said it had followed professional advice, renting the birds from pigeon fanciers in Brentford, Middlesex (15 minutes by pigeon from London newspaper offices) and using established couriers with a special box for overnight transportation.

This is thought to be the first PR stunt in Britain with live animals. Some years ago a leisure firm is said to have sent similarly outraged South African journalists rabbits dyed in pink and yellow - the promoter's corporate colours.

It is not known if any of the pigeons got loose in offices, but some journalists were loath to touch them after being warned the birds were "rats with wings".

This is not the first time Scottish Life International's marketing director, John Allison - who claims to be a pigeon fancier himself - has seen the censuring of promotions he has been associated with.

In 1994 Life Association of Scotland was fined pounds 10,000 for alarmist advertising about pensions that made what were considered misleading references to the Maxwell scandal. Mr Allison was LAS's marketing boss.

As for the pigeons, last night six had still not returned home.