Many video games feature violence and death. Vancouver game designer Johnathan Skinner's new game Steer Madness, which recently received an award from the most famous animal rights group in North America, is about an indignant steer liberating caged rabbits and chickens destined for slaughterhouses and cosmetic labs.

Skinner released Steer Madness for sale through his Veggie Games website in December. Soon after, the 3D action game received a Proggy Award from People for the Ethical Treatment of Animals (PETA), based in the U.S. Proggys are presented to people and companies recognizing for advancing animal rights through culture and commerce.

"Getting the award has been great: my website traffic has jumped up tenfold," said Skinner, president and founder of Veggie Games, Inc.

As an animal rights activist and volunteer for PETA, Skinner is pleased with the exposure of his new video game. While he has designed games in the past for other companies and different game platforms, Skinner views Steer Madness as more than just a game. He believes it's the ideal medium through which to convey social commentary to today's youth.

"Video games are being sold in the millions-that's a huge audience, a mainstream medium in which I can portray a social message," he said.

"I hope that it will encourage other companies to start sponsoring socially conscious games and media working towards a better world."

The social commentary in Steer Madness isn't only about animal rights, said Skinner. The game also includes satirical humor about consumerism and the environment.

The video game industry lacks socially minded games, says Skinner, who plays few of them because he finds the majority to be too violent. He said many game companies revert to violent designs because "their creative direction is backed against the wall and they don't know what to do."

Alka Chandna, a campaigner for PETA based in Norfolk, South Virginia, called Steer Madness a positive alternative to other games, not only because it doesn't espouse violence, but because it encourages youngsters to think about other options and realize they can change problems around them.

"The game doesn't involve killing. The steer is on a mad rampage, but it takes that energy and turns it into positive actions," said Chandna.

"Now young people can see that they can make choices-they don't have to go digging for them."

Chandna said Steer Madness is a recent example of how entertainment media have helped change the perception of animal rights in mainstream culture. Today, animal friendly products can be found in most if not all drugstores, compared to what Chandna remembers facing 20 years ago.

"In the '80s I had to purchase animal friendly products through mail order. Now I can go and buy them at any regular drugstore."

While violent video games continue to flood the market and some critics warn of the effects of these games on today's youth, Chandna is confident games like Steer Madness are creeping into the mainstream.

"The existence of these video games indicates that animal care is important for youngsters," said Chandna. "It shows that the culture appreciates animal rights, and that there are choices that people can make."