Broadmoor primary changed its name recently to rid itself of negative connotations, which on face-value is understandable. Perhaps less understandable is the request that campaign organisation People for the Ethical Treatment of Animals has made of a US school.

The international group wants Spearfish High in South Dakota to change its name to Seakitten High.

Peta spokesman Pulin Modi explained: “If children were taught to refer to fish as ‘sea kittens’, reflecting that fish, like cats and dogs, are individuals that have friendships, fewer fish might be killed for food or sport.”

So that’s clear, then.

Peta is concerned that more fish are killed each year than all other animals combined and is looking for ways to alter our world view, firstly by changing their name.

“When your name can be used as a verb that means driving a hook through your head, it’s time for a serious image makeover,” states Peta’s Save the Sea Kittens website.

But the sentiments did not impress Spearfish High’s head. “Obviously, it’s nothing we’re taking seriously,” Steve Morford said.