5 Top Tips for A Successful Pay-Per-View Video Event: Findings from VegFund’s Five-Year Retrospective Study (Part 4)

In this fourth and final part of our Effective Outreach series, we’re looking closer at Pay-Per-View (PPV) video events. In this form of outreach, individuals learn while they earn! VegFund pays viewers to watch a short clip exposing the truth behind the animal industry, from the cruelty of factory farming to environmental destruction.

Our grantees from the past five years have provided really valuable feedback for improving and developing the effectiveness of this type of outreach — and we want to share this information with you!

MFA volunteers, Mid West Northalsted Market Days, 2015

MFA volunteers
Mid West Northalsted Market Days, 2015

PPV inspires discussion! Use videos as an inroad to talk with people in more depth. PPV outreach usually evokes more emotional responses than food sampling or literature-focused events due to its visual element, and asking viewers about their response to a video is a natural way to initiate a conversation. PPV events are also a great way to attract media attention and get coverage about animal-welfare issues.

“I don’t think I’ll be able to eat meat for the rest of the day or ever. Something definitely needs to be done about this.” – PPV viewer response

During 2011–2015, VegFund-supported activists encouraged a total of 58,672 people to view videos on vegan and animal-agriculture-related topics. They also distributed 30,813 vegan food samples and 424,182 pieces of educational literature to event attendees.

The most popular short videos to show to date have been “Farm to Fridge” and “Meet Your Meat.”

The top 3 venues or types of event for activists to host PPV are:

1. University and college campuse

2. Festivals (green, community themes

3. Education days and spaces

5 Top Tips!

1. Event activities and attendance: Many activists favor combining PPV with food sampling and information booths. This combination appears to attract significantly larger crowds that include people who do not wish to watch the video footage. At information booths, some organizations included vegan starter packs or guides.

2. Video length: Four-minute video footage has been the most popular length to show, followed by 11 minutes. A short but informative video appeals to people because it doesn’t take up too much of their time.

3. Common questions to prepare for: Attendee questions often relate to organic meat, cage-free eggs, “free-range” food, current animal welfare laws, and how widespread animal cruelty is. Be prepared with informative answers and, if possible, have literature on hand for attendees to take with them.

4. Booth location: At veg fests, for maximum impact, select booths near companies that provide vegan food. Activists holding PPV events can then easily direct people who are interested in knowing more about food options and products to these nearby booths.

5. Effect of incentives: PPV incentives can be customized for your audience. Many activists have found success with a Cake-Per-View or Donut-Per-View event where full-portion, delicious food is provided instead of cash. When possible, offering the $1 and a food sample seems to work best!

“I enjoyed interacting with the people who volunteered to watch and had not seen footage like that previously because it reminded me of how eye-opening that first exposure to the gruesome truth was for me years ago.” – Compassionate Action For Animals volunteer, Twin Cities Veg Fest

MFA volunteers at USC, Long Beach College Campus, 2016

MFA volunteers at USC
Long Beach College Campus, 2016

Activists find that PPV is an effective tool for engaging people on the topic of farmed animals and prompting them to reflect on their own eating habits.

“Thank you for sharing; very informative.” – PPV Viewer response

“Where can I find vegan recipes?” – PPV Viewer response

If you’re ready to host a PPV event, take a look at VegFund’s Pay-Per-View instructional video and checklist!

We hope the tips offered in this blog series provide useful pointers for your vegan outreach efforts or help inspire new activists to get involved.

Current activists! Send us your success stories so that we can share your experience with others.

Our mission is to support YOUR fabulous work as vegan advocates. Take a look at our Facebook page to see what other VegFund-supported activists are doing. Get inspired to host your own event! We’d love to support you.

And, finally, from all at Vegfund, best of luck with your future outreach efforts. You inspire us.