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Informed Communication = Better Results (part 1)

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Good communication is at the core of everything we do as advocates. Whether we’re trying to convince individuals to go vegan, showing institutions that vivisection won’t stand without a fight, recruiting new activists for a protest, working on animal protective legislation, or even writing a communique about freed animals... we’re always employing what we know—or think we know—about best practices for reaching the most people with our message.



Constitutional Inclusion of Animal Rights in Germany and Switzerland: How Did Animal Protection Become an Issue of National...

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law book with scales of justice and gavelThis article discusses how animal activists in Sweden and Germany successfully added animal protection to their constitutions. In both countries, "frame-bridging," or association of animal protection with other political issues and attitudes in mainstream culture, was instrumental in the success or failure of the campaigns. Form of government also played a role. An upcoming second part of this project will exam the practical effects of the constitutional changes.



TAFA and AR 2014 - Animal Advocates Embrace Market Research

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This week, HRC co-founder and marketing specialist Anthony Bellotti reports on his participation in market research panels at the recent Taking Action for Animals conference in Washington, D.C. and Animal Rights 2014 conference in Los Angeles.




Evaluation of a Novel Dog Adoption Program in Two US Communities

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This study compared length of time to adoption and adopter profiles of dogs adopted from a shelter to dogs adopted from a foster home program. Fostered dogs took longer to adopt, but returns were lower. The majority of foster dog adopters first learned about the dog online, while shelter adopters first learned through a visit. Foster dog adopters also took more time to think over the adoption decision, and came from a broader area than in-shelter adopters.



Gender, Class, and Social Movement Outcomes: Identity and Effectiveness in Two Animal Rights Campaigns

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This study explores how gender and class impacts the interactions of animal advocates with their target audiences. The same advocacy group established more credibility and impacted more opinions with circus patrons than with hunters. After conducting in-depth interviews with all participants, the author found the circus was a relatively gender-neutral context, but that hunters saw themselves and hunting in stereotypically "male" terms (rational, scientific, outdoorsy, physical), and further, dismissed advocates in stereotypically "female" terms (over-emotional, uninformed, urban).



Faces of Advocacy: Who We Really Are

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There are many studies on the demographics of animal advocacy, as well as more in-depth explorations, that give us an intriguing portrait of the "activist" face of animal advocacy. But what about the people who don't fit the conventional definition of "activist," or the majority demographic profile, who may not even see themselves as animal advocates? Are there other faces of animal advocacy that are overlooked, and if so, what is the cost to these unacknowledged advocates - and to animal advocacy itself - of not counting them in?

Humane League Labs: Seeking What Works Best

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There are things we know about advocacy and there are things we think we know about advocacy. This week we feature a guest blog from Humane League Labs on their recently completed "Diet Change and Demographic Characteristics of Vegans, Vegetarians, Semi-Vegetarians, and Omnivores." In this post, they discuss the sometimes surprising results on the most effective materials and strategies for veg*n advocacy.


When You Emphasize Everything, You Emphasize Nothing

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Is the target audience for your campaign "everyone"? More is better, right?

In the first of two installments, HRC co-founder and non-profit marketing specialist Anthony Bellotti discusses why that isn't an effective approach.



Dispelling Myths about a New Healthful Food can be More Motivating than Promoting Nutritional Benefits: The Case of Tofu

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This study explored factors in the use of tofu. The study target group was young women, who, it was assumed, were or would become the "nutritional gatekeepers" that purchase and prepare most of the food for their households. Participants were surveyed on their reactions to positive (facilitator) and negative (barrier) statements about tofu. Negative ideas were found to have more impact on whether they used tofu. Researchers suggest that dispelling these "barrier" concepts may most effectively promote tofu consumption.


Can I Trust This Study?

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The HumaneSpot.org animal research database is a great resource for advocates to back up their positions in campaigns, and learn the best techniques to reach their audience. But what distinguishes a credible study? And what does all that technical statistical language mean? This article discusses the general concepts behind research, the sections of a research report or journal article, and what to look for in a well-constructed study.


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