The Blue Cross has adopted a new viral marketing campaign intended to promote its pet care website allaboutpets.org.uk.

According to the Blue Cross, some 97 percent of pet-owners have admitted to talking to their animals and the new programme is intended to allow users to create virtual pets which can then "talk" to their friends.Users can select an animated version of their "pet" and then personalise it, even choosing its voice.

The viral message can then be sent through MySpace or AOL or alternatively be put onto users' Facebook profiles.Head of Communications for the Blue Cross Debbie Curtis explained the campaign's appeal: "If you want to tell someone they're in the doghouse but the cat’s got your tongue, using a talking pet is the perfect solution."

Equine World reports that pet charity the Blue Cross has recently teamed up with riding schools around the country to reward students who "go the extra mile" for their horses.