Looking for an award-winning, socially aware, non-violent video game where the good guy manages to steer the victims to freedom?

Then check out Steer Madness developed by Vancouver entrepreneur and animal lover Johnathan Skinner. People for the Ethical Treatment of Animals (PETA) named it the Best Animal-Friendly Video Game in its second annual Proggy Awards.

"It's great to get the recognition," the 27-year-old Skinner said in an interview.

"All my initial stock of 350 games was sold out by Christmas. I've got another order for 1,000 and they'll be arriving any day now."

Skinner said the game, which retails for $25, tells the story of Bryce, an escaped steer who's on a mission to release more animals.

Players of the 3-D action-adventure game find themselves breaking into cosmetics labs to rescue rabbits, hijacking chicken transport trucks to save the birds from the slaughterhouse, and trying to make an entire city go vegetarian.

"It's like a cross between Grand Theft Auto and Chicken Run," said Skinner, who's been developing video games for eight years and says he wants to teach people how to respect the environment, animals, and each other.

"I've also been an animal rights activist for four years. I decided that video games have been getting more and more violent and I didn't want to contribute to that any more. So, I put my two passions together and out came Steer Madness."

PETA official Dr. Alka Chandna said in a telephone interview from Norfolk, Va., that the story is "adorable."

"It's such a cute idea, a steer that escapes from the slaughterhouse and goes on a non-violent, mad rampage and liberates the other animals. It's quirky, fun, non-violent, and sends a good message to kids."

The news release noted Vancouver boasted another winner in PETA's Proggy awards this year.

Author and Vancouver Sun reporter Nicholas Read, who also won a Proggy last year for his book Saving Emily, won again in the category Best Children's Book for his book One in a Million, the story of a brave dog's struggle for freedom and dignity.

Skinner said he's only found one retailer to market Steer Madness so far -- Sweet Cherubim, a grocery store/restaurant on Commercial Drive.

However, he said it can also be ordered from his website: www.steermadness.com.