Celebrate World Vegan Day – Screen The Last Pig in your Community!

Looking for outreach ideas to mark World Vegan Day? Why not host a screening of The Last Pig? World Vegan Day, November 1st is an ideal time to raise AR awareness in your community (or any time in November). VegFund is eager to support animal rights activists like you in sharing this powerful film in communities across the globe! The film has just finished screening at independent theaters and on the festival circuit and is now available for community screenings. Read on to find out more about the film and how you can host a screening.

“THE LAST PIG is a lyrical meditation on what it means to be a sentient creature with the power to kill. Deeply immersive, the film follows a pig farmer through his final year of slaughtering pigs. Through sparse, intimate musings, the farmer reveals the growing conflict of a life spent ‘peddling in death.’ ”

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About The Last Pig

This intimate and deeply moving film asks its audience to understand the sanctity of life, with the goal of expanding our capacity for compassion. The Last Pig documents the journey of farmer Bob Comis’ final year farming pigs, with a soul-bearing and honest narrative about the ghosts that will haunt him forever and the struggles he faces to reinvent his life. Comis has been chronicling his life as a pig farmer via HuffPost and his personal blog for the past ten years.

The pace of the film is unhurried and meditative, enabling the viewers to absorb life on the farm and in the slaughterhouse. With stunning cinematography and a beautiful backdrop, Argo documents the life of this small-scale livestock farmer in meticulous detail. Her work illuminates the reality of this industry on a most humane level — from the always entertaining and unique nature of pigs, to the unsettling sounds of the slaughterhouse where their lives draw to a close.

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This feature-length documentary will move your audience and inspire them to question the role of farm animals in our lives. Interested in hosting a screening? Read on for some recommended steps to get started!

Host A Screening

  • Review Screening Guidelines:

Review our screenings guidelines and consider whether you’d like to plan a screening event on your own or in partnership with a local vegan or animal rights group. Also consider what kind of venue you’d choose to screen the film. VegFund is able to cover some of the costs associated with renting a space as well as vegan food samples for audience members.

  • Apply for a grant!

Once you decide you are ready to host a screening, please visit VegFund’s grant application portal to apply for grant funding to cover the film’s license as well as certain event-related costs.

We’ve already heard from activists across the globe expressing their interest in hosting a screening of this film. Join them and play a part in changing hearts and minds. If you have questions, please do not hesitate to contact us via conferences@vegfund.org. We look forward to hearing from you!

For the pigs.

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About The Filmmakers

The Last Pig Director/Producer, Allison Argo of Argo Films:

Allison Argo is a six-time Emmy-winning filmmaker and noted animal advocate. Her inspiring films, all broadcast by PBS and National Geographic, have won more than 80 awards internationally and have reached audiences worldwide. Argo has worked on the frontline for over 20 years, fighting for the just treatment of nonhuman beings. She is known for her emotionally-charged and meaningful films, particularly her intimate portraits of endangered and abused animals.

The Last Pig Producer/Cinematographer, Joseph Brunette:

Producer and Director of Photography, Joseph Brunette, is an award-winning cinematographer whose work has appeared on National Geographic, CNN, PBS, NOVA, Nature, Discovery, and History. Brunette has an ability to capture the essence of even the most poignant moments, and his sensitive work behind the camera enables a level of intimacy and honesty that reveals the vulnerable heart of any story. The Last Pig holds special meaning for Brunette, who has long been an advocate for animal welfare and the environment.

The Impact of Online Campaigns in Vegan Outreach: An Interview with Claudio Pomo of Essere Animali

Essere Animali, an animal rights and vegan organization based in Italy that is dedicated to information-sharing to overcome exploitation of animals, is changing the world for farm animals with their campaigns, which include undercover investigations into animal welfare issues as well as support and guidance on vegan living. Claudio Pomo, online campaign manager for Essere Animali, shared with VegFund how online campaigns can effectively challenge consumer attitudes.

Using Facebook Ads Manager, Essere Animali gained more than 3.3 million impressions in June from Italian men (ages 16–54/16–35), women (ages 16–54/16–35), and both genders together using the two same age groups, measuring a cost-per-click (CPC) of €0.05 ($0.06 U.S) and €0.02 ($0.02 U.S.) for all campaigns — which is incredibly cost-effective! Essere Animali’s continued goal is to maintain a similar CPC with the objective of reaching more than 4 million impressions.

We will take a more detailed look at how Facebook Ads Manager works after comments from an interview with Claudio Pomo, Essere Animali‘s Campaigns Manager.

Insights from Claudio Pomo, Essere Animali’s Online Campaigns Manager

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VegFund: What are the reasons for the demographic, age, and gender you targeted? Did you arrive at any interesting findings through targeting these?

CP: The age demographic was chosen based on what seemed to be the most promising. International research shows that young people are the individuals most likely to change their diet for ethical reasons, which is the objective we are pursuing with our ads. Polls among Italians proved it: per capita consumption of meat in Italy has lowered by 10% in the last six years, and this trend has been led mostly by millennials. So the choice for our ads was quite easy.

As for gender, we started with test groups of male-only and female-only of the same age and also tested the same ad for both male and female genders together. After a few months, we saw slightly better results with the female-only group, but more testing is needed before we can draw clear conclusions from this.

This result supports other research showing that females are more eager to adopt a vegan or a vegetarian lifestyle and are more interested in animal rights in general.

Regardless of this supporting research, even if one gender group achieves better results and lower CPC, we think that there is still importance in targeting the other gender group, investing less, and testing the content to see what works best.

VegFund: Could you provide us with examples of the Facebook ad campaigns that you ran throughout June? What were some of your reasons for creating these particular ads?

CP: We advertised some of the best-performing videos tested in previous months. These are both sad videos from our investigations and happy animal videos showing the emotions and capabilities of farmed animals that people often ignore. One short video of our footage from Italian farms — very sad and highly emotional, but not graphic — has been the best-performing video to date and was designed to work well with people not informed about these issues. So far, it is our most successful video content.

During June, we also tested images and links. With the right picture and good copy, a link can grab lots of attention. In one ad, we linked to an article on our website. The reason for this choice was to try to bring people towards a better platform for communication. The website is a space with much less distraction compared with social media, enabling people to delve deeper into the issue, finding more information and useful links or downloadable material. This type of content may reach fewer people than video content, but I think it can achieve better results overall.

VegFund: Can you offer some tips and best practices for other activists working on online campaigns to achieve low CPCs?

CP: Videos are surely the best content and a must! This is nothing new, but we see it when we try to use other content (links, images, etc.). Videos always win.

Short videos work much better than longer ones, especially when we look at the number of viewers who watch the whole video or most of it (most of the views in Facebook are just a few seconds in length). The perfect video is less than one minute long and should be minimal in terms of graphic content. This kind of graphic content can gain a lot of views, but most videos are too short to have a real impact because people tend to stop them after just a few seconds. The attention span on social media is getting lower every year, so it is vital that we adjust our communication tactics to get the most out of these channels.

Happy videos of farmed animals doing unexpected things work very well too and are important. Other videos get people to understand what happens in farms and slaughterhouses, but happy videos help them empathize with animals and relate to them as individuals who have feelings.

If there is some content that we find relevant, we always test it.

VegFund: Can you provide any further insight into the best-performing groups during your first months of tests?

CP: The best-performing group we created is female-only, ages 16–35, with interests in companion animals, cooking, and food, health, wellness, yoga, and the environment. People in this demographic, we think, can be more interested in the suffering of animals in factory farms or the impact of eating habits on our health and the planet. This target audience, we hope, also consists of people who are more eager to challenge their eating habits — the ultimate result we want to achieve.

Facebook Ads Manager requires a little research before you’ll feel confident using it, but it’s becoming more user-friendly by the day as it gains popularity. It’s worthwhile spending time learning about it for your online campaign efforts. Read on for an overview of how it works.

Facebook Ads Manager and Cost-per-Click

Facebook Ads Manager lets activists set up online campaigns that:

  • measure results
  • test different audiences, and
  • identify which advertisements perform better in terms of cost-per-click (CPC) and impression acquired.

“Impressions” refers to the number of times a web page or element on a web page (such as an ad) has been viewed or appears on a page of search results. “Cost-per-click” measures the revenue a “publisher” (anyone who creates and places an ad) receives each time someone clicks on the publisher’s ad.

An online campaign using Facebook Ads Manager involves creating one or more advertisement. A campaign manager chooses one advertising objective for each campaign and defines a target audience(s) (for example, demographic, genders, age ranges, lookalike audiences), budget, schedule, bidding (which can focus on impressions, conversions, views, or engagement), and placement (where you want your ad to appear).

You can learn more about the Facebook Ads Manager here.

A typical Facebook campaign structure looks something like this:

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Source: thenextad.com

Thanks again to Claudio at Essere Animali for taking time to speak with us. We look forward to seeing what else Essere Animali has planned in the coming months. Stay up-to-date with their latest activity on Facebook and Twitter.

Find out more about how VegFund can support you with online campaigns today! We’ll delve further into some more of our grantees’ online campaign successes in the coming months, so watch this space.

Activist Spotlight: Lowcountry Vegan Community Outreach

Lowcountry Vegan Community Outreach held a Food Sampling stall at their local Earth Day festival in April, reaching 50 environmentally-concerned people with lots of wonderful vegan food and educational literature! Activists served Daiya and Field Roast products as well as choc chip cookies, and they distributed Compassion Over Killing’s ‘Eating Sustainably’ and Vegan Outreach’s ‘Compassionate Choices’ literature.

Lowcountry Vegan Community Outreach -  Earth Day Festival 2016

Lowcountry Vegan Community Outreach
Earth Day Festival 2016

VegFund spoke with group founder, Lauren to find out more…

VegFund: What inspired you to get involved in vegan outreach?

Lowcountry Vegan Community Outreach: Going vegan itself inspired me to be involved in spreading the message. Once educated on the issues, I felt compelled to share the information, to advance the movement. I credit the Sonoma County vegan community for initially engaging that desire. From there, I felt empowered to strike out on my own and keep it up.

VF: What other activism and/or vegan events have you been involved in?

LVCO: I have enjoyed tabling and leafleting on a semi-regular basis. When I last moved to an area with no vegan groups, I decided to start one, Lowcountry Vegan Community Outreach.

VF: What were some of the common responses and/or discussions you had during this event?

LVCO: On the occasion of Earth Day, I often opened up discussions referencing the environmental impacts of food choices. Since all attendees had just participated in a river and neighborhood clean-up, I figured (correctly) that they were more open to vegan food than the overall local population. Many women presented a casual interest, but it was men especially who exclaimed with pleasant surprise upon tasting the samples.

VF: What was the highlight of this event for you?

LVCO: The highlight was being swarmed by a group of middle-schoolers, all of whom loved the samples and readily took the informational brochures and one of whom explained that when she’s done “growing up” and allowed (by her parents or of an independent age), she plans on becoming vegan. She spoke eloquently about dairy milk being for the calves, so I have faith in her, but she was running off when I wanted to explain away any nutritional concerns; so my husband yelled out, “keep influencing your friends!”

VF: What barriers did you face during the hosting of this event?

LVCO: The only limiting factor was the attendance, but it was expected for a town of its population, but capitalizing on a community event that attracted eco-conscious people was a great opportunity nonetheless.

VF: Do you have any quotes/paraphrases from attendees at your event or anecdotes that may be of interest to other activists?

LVCO: My advice is to work with your situation. As I currently live in a relatively sparse and sprawling area, I still can make a difference in the local communities. One can plant seeds, reach out, and create change anywhere.

There are many ways to inspire people with your outreach efforts, and VegFund would love to help you! Please read our Grant Programs Overview for information on the types of grants available and how to apply.

 

Provoke, Inspire, Educate: Five Vegan-Related Documentary Films to Consider for Film Screenings

So you want to host a documentary film screening but you’re not sure where to start or what to screen? You’ve come to the right place. We’d like to point you to five noteworthy documentaries that have proved popular and thought-provoking among audiences on topics related to vegan living.

Documentaries as tools for social change

Documentaries can be powerful tools for social change. Great documentaries engage the viewer emotionally through compelling stories of real lives and events while conveying information or perspectives that are often obscured from the public eye. The viewer becomes a participant, an insider privy to these truths. Documentaries have the potential to involve the audience emotionally and shift their awareness or change their assumptions about an issue. And, importantly, documentaries (most often) offer the possibility of change.

As vegan activists, we’re working to connect people emotionally with the hard realities of lives of animals raised for food and convey the profound impact that vegan living has on animals, the environment, world hunger, health, and nutrition.

Recommended vegan-related films

Lucky for us, we have a number of fascinating vegan-related documentaries to choose from. Our feedback* from VegFund grantees points to a few films that have been particularly successful with general audiences. Many of you are already familiar with these films, but for those of you who aren’t:

  • Cowspiracy: The Sustainability Secret  – A feature-length documentary that follows filmmaker Kip Andersen as he explores the devastating effects of animal agriculture on deforestation, water consumption, pollution, greenhouse gases, rainforest destruction, species extinction, habitat loss, topsoil erosion, ocean dead zones, and more. Anderson investigates the world’s leading environmental organizations and uncovers what appears to be an intentional refusal to discuss the issues of animal agriculture. Read the Screening guidelines for this documentary.

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  •  VegucatedThis entertaining documentary profiles the personal journeys of three New York meat-lovers who agree to adopt a vegan diet for six weeks. The film follows their evolution as they explore the world of vegan living and its effects on personal health — and as they take their first glimpse into the world of animal agriculture. The film doesn’t shy away from presenting the challenges as well as benefits of vegan living. This film offers an often-humorous take on transitioning to a vegan diet. Read the Screening guidelines for this documentary.

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  •  Forks Over KnivesForks Over Knives investigates the potential role of a “whole foods, plant-based” diet in avoiding, controlling, or reversing chronic diseases, such as diabetes, coronary artery disease, obesity, and cancer. The film advocates removing animal-based foods, including dairy, as well as highly processed foods from our diets. The film follows the journeys of pioneering researchers, Dr. T. Colin Campbell, nutritional scientist at Cornell, and Dr. Caldwell Esselstyn, surgeon and head of the Breast Cancer Task Force at the Cleveland Clinic, whose experiences led them to take a close look at the role of animal-based foods in degenerative diseases. Read the Screening guidelines for this documentary.

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  •  Peaceable Kingdom: The Journey Home – An engaging story of personal transformation , Peaceable Kingdom: The Journey Home portrays the stories of seven people who grew up in traditional farming culture as they re-examine their relationship with animals. The film follows, among others, a humane police officer whose conscience is in conflict with the laws she upholds and farmers who begin to question their way of life in light of their connections with the animals they care for. This heart-warming film enlightens us about the factors that open people’s hearts to animals and depicts the rich lives and personalities of farm animals. Read the Screening guidelines for this documentary.

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  • Speciesism: The Movie – The term “speciesism” refers to a “prejudice in favor of the interests of members of one’s own species over members of another species.” This concept manifests as the idea of human superiority over non-human animals and, at its extreme, that animals exist for our use. Director Mark Devries examines the questions around speciesism through conversations with a variety of people including anti-factory farming activists, a member of the American Nazi Party, a vivisectionist, and known personalities such as Peter Singer, Temple Grandin, and Richard Dawkins. The film is a provocative foray into the moral questions regarding species. Read the Screening guidelines for this documentary.

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Customize your vegan film-screening event

Documentary screenings are ripe for your creative vision. Screenings can be held publically in theaters, libraries, schools, churches — or privately as a house party. Combine screenings with vegan potlucks or food sampling. Consider including a Q&A session or inviting subject experts to speak or lead the discussion. Use the event to encourage an action such as try veg, sign up, donate.

On the websites of most documentaries, you’ll find a section on hosting a screening. Requirements vary, but a reasonably-priced film purchase (with license) is usually needed. On many sites, you’ll find supplementary material, such as designs for promotional materials and topics for discussion. The Screenings section of the VegFund website guides you through planning your screening event and submitting a request for funding assistance.

We recommend that you view the documentary in advance to ensure its suitability for your audience. Some films, for example, have graphic images that may not be suitable for children. Some films have the option for subtitles, which may be important for some audiences.

Check out our new film-screening partnership program

More extensive lists of animal rights/vegan films can be found through a quick Internet search. Look for new films too. As the pace of awareness grows, more and more inspiring documentaries emerge.

We are particularly excited about two newly released documentaries The Last Pig and Eating You Alive. VegFund is experimenting with a new partnership model to help our activists screen these new and important films. We are inviting you to partner with VegFund to use the power of these films to reach your communities and build networks of activists to energize local connections for vegan outreach.

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How to apply for a partnership screening grant:

  •  Apply to VegFund for a grant through our Screenings program and indicate your interest in screening The Last Pig and Eating you Alive  in your community and the date(s) you hope to screen the film(s). Both films will be available to screen beginning in June 2017. Within your application, you can provide ideas of how you might incorporate food sampling, literature, or speakers from your community into the event to make it all the more interesting and informative for the audience.
  •  VegFund will locate and book a screening venue in your city, pay for the venue directly, and then pay the film license fee directly to the distributor.
  • Once VegFund has selected and booked the venue, we will turn the event back over to you, the applicant activist, to complete the event organization and host the film. That means 1) recruiting your friends, family, and community to attend the film, 2) organizing food sampling, local area speakers, etc., as approved by VegFund, 3) attending the film to introduce it to the audience and tell them why you are hosting the film, and 4) raising awareness of VegFund’s grant opportunities.

If this new partnership model shows promise, VegFund will develop a screening toolkit in the near future to make the process as effortless as possible!

Choose a film. Take action!

You can still apply for traditional screening grants through our standard process for any film that may be of interest to your community, including The Last Pig or Eating You Alive. But, if you’re interested in hosting a larger public screening at an independent theater of one of these new documentary films and need support finding a venue and working with the distributor (and having those items paid for by VegFund in advance), we are here to help!

As a vegan activist, you are at the core of VegFund’s vision to create a compassionate vegan world. So, what are you waiting for? Educate and entertain the public. Change the world. Apply to host a screening in your area!

Stay in touch — tell us about your next screening event!

*relative to popularity, most effective, and recommended.

Activist Spotlight: Rutgers Veg Society Inspires with Farm to Fridge PPV

In 2016, members of the Rutgers Veg Society held an engaging “pay-per-view (PPV)” video event on their college campus to inform students about the plight of animals in the industrial farming system.

Rutgers Veg Society

For those of you who may not be familiar with “PPV,” it’s a form of outreach where advocates ask the public to view short, informative videos in exchange for a small incentive, such as $1 or $2 or a vegan treat. Vegan activists use PPV as a way to introduce the public to the hard realities of factory farming and related issues in bearable doses (if there is such a thing) that can have a major impact with a minimal investment of their time.

Farm to Fridge

The Rutgers group showed the video, “Farm to Fridge” and enlightened students with information and guidance on becoming vegan — and they were delighted with the response to the event. Rutgers Veg Society was founded in 1970 to provide university students — vegan or vegetarian or those interested in learning more — with a supportive meeting place on campus. The society celebrates the many reasons for vegan living, from animal rights, personal health, environmental impact, and other issues, through regular meetings and community outreach activities. Activities include leafleting, lectures, movie screenings, potlucks, and visits to animal sanctuaries. VegFund interviewed activists, Ngoc Kim and Quadri Lasisi to find out more about this pay-per-view event and Rutgers Veg Society’s other campus outreach activities.

Rutgers Veg Society PPV Event on Campus - 2016

Rutgers Veg Society PPV Event on Campus – 2016

VF: What inspired you to get involved in vegan outreach?

Ngoc: The internet works wonders when you’re looking for individuals who have similar interests. I went vegan after watching a 4-minute video via Facebook titled “Farm to Fridge.” From this point on I started connecting with animal activists and became inspired by a few particular strong women — Kimberly Spiegel from PETA, Amy Horowitz from NJ Farm Animal Save, and Rachel Atcheson from The Humane League. I remember seeing photos of their activism on Facebook and admired how they put their passion into action. I asked, “How do I get started?” Rachel was kind enough to meet me by The Humane League’s office. I lived close by, and she simply asked, “How many leaflets would you like?” She was so generous and handed me leaflets by the boxes so I could get started during my first semester at Rutgers. Over time, I began making the connections of how veganism is not just about animal rights, but also environmental impact and health. I started joining Earth Day marches, climate marches, and joint events with other organizations. Rutgers Veg Society members, events, and alliances continue to grow bigger and stronger!

VF: What other activism or vegan events have you been involved in?

Ngoc: Most of my activism is involved with Rutgers Veg Society. We’ve been involved with numerous organizations on campus and outside the university working with 10 Billion Lives, PETA, Jewish Veg, The Humane League, Meatless Monday, HSUS, NJ Farm Animal Save, Hampton Creek, Gardein. We’ve also gained a relationship with the dining services at Rutgers to help promote Meatless Monday and add more vegan options on campus. To me, veganism is the core — and when I began seeing how it relates to the treatment of animals, environmental issues, and health … it got me thinking about how I should apply my new skill of activism to other causes. I got interested in other forms of activism such as Fossil Fuel Divestment protests and climate change marches, and I’m also looking forward to getting active with Rutgers United Students Against Sweatshops and the LGBTQ community.

VF: What were some of the responses or discussions you had during this event?

Ngoc: During the Rutgers Day event, a common response I heard was, “I didn’t know this happened. I’m shocked.” Usually, people are speechless because the short video footage disturbs them. Sometimes I don’t know what to say to them but can only sympathize as if I was them watching the video for the first time. I guide them through the photos in Vegan Starter Kits about where to get plant-based foods, how delicious they are, and how much more nutritious, too.

VF: What was the highlight of this event for you?

Ngoc: There were many highlights of this event. One — the many members and my officers in my organization who came to help set up the event and talk to the many participants about veganism. We had lines throughout the day, and if I didn’t have volunteers, I would’ve been so exhausted, and we wouldn’t have been able to reach out to many individuals in such a highly active event. Two — not only did we reach out to a high number of viewers but we were able to have one-to-one conversations about veganism. We had quantity and quality.

Quadri: In particular, when we paid people to watch Farm to Fridge, many commented on my physique because they were simply astonished that a vegan could build a sizable amount of muscle. I used this as an opportunity to discuss the health benefits of a vegan diet and lifestyle. Many pledged to either consume less meat or stop consuming meat entirely.

VF: What barriers did you face during the hosting of this event?

Ngoc: Because there are strict rules about tabling at Rutgers, we are not able to have vegan meat on display, which would have been a great way for viewers to get a taste that when you’re vegan, you’re not missing a thing.

VF: Do you have any quotes from attendees at your event or anecdotes that may be of interest to other activists?

Ngoc: A quote that was passed to me that I now use when attendees can’t seem to grasp the concept of veganism is “You wouldn’t hurt an animal unnecessarily, would you?” Another suggestion is to sympathize and understand how the attendee feels. If they’re sad, understand that and talk to them as if you were sad and watching the gruesome videos for the first time.

Quadri: Yes! A person I met during an event the Rutgers Veg Society and PETA held here at Rutgers went vegan after reading the leaflet that we handed to him. I took down his contact info, and he has since informed me that since he went vegan he has gotten stronger, leaner, and has much more energy throughout the day, definitely a reassuring anecdote. We’d like to thank both Ngoc and Quadri for taking the time to be interviewed! You can follow Rutger’s Veg Society on Facebook to stay up-to-date on their latest news.

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There are many ways to inspire people with your outreach efforts, and VegFund would love to help you. If you want to host an event similar to this one within your local community or on your college campus, we may be able to offer you some funding. Please read our Programs Overview for information on the types of grants we offer and how to apply.

Make a Resolution to Be a Voice For Animals In 2017!

Happy New Year from VegFund!

Last chance to make your resolutions for 2017.

How about…

Resolve to organize or participate in a vegan outreach event!

VegFund is here to help.

If you’re new to vegan advocacy, find local vegan groups in your area. A few good places to look:

  • Meetup groups
  • Search social media (Facebook and Twitter, especially) for groups near you
  • Ask at your local veg restaurant
  • Join the planning team of a local VegFest

Find out what events they have on the calendar for 2017 — and volunteer! If they don’t have outreach events planned, suggest a food-sampling event, a documentary screening, leafleting, or video pay-per-view — and make sure they know that VegFund can help with grant-based support.

Or, start your own group! If there aren’t vegan groups in your area, get one going. Expanding vegan living into new areas is a fabulous goal for the new year.

If you’re a veteran activist, start the new year with some creative outreach planning. We have a few suggestions for you based on our 2016 survey of our grantees. Here’s what worked for them:

Host a Documentary Film Screening

Educate and entertain the public with a screening of one of the many excellent documentaries relating to animal agriculture. With an ever-growing choice of documentaries in this area, you’re sure to find something suitable whether you want to engage people on topics of animal rights, the environment, or health and nutrition.

FMVeg Minnesota - Cowspiracy Screening 2016

“The reception was fantastic, with one of the viewers wanting to host his own viewing, with my (and your) help!” – FMVeg, Minnesota – Cowspiracy Screening 2015

VegFund grantees use a variety of venues for film screenings. The three most common are:

  • local church facilities
  • town halls
  • college campuses

The documentaries most commonly screened by our grantees are:

  • Cowspiracy
  • Vegucated
  • Peaceable Kingdom
  • Forks Over Knives

Find out more about hosting a screening here.

Before the event:

  • Set up a Facebook event for the screening and invite your connections! About one month before the event should suffice. List the event venue, date and time, and any other important details. Include a blurb about the documentary film — and note if you’re including a Q&A session.
  • Post the event page within veg groups and other relevant groups on a regular basis in the weeks before the event.
  • Put up posters at the venue and other strategic locations in run-up to the event. Local print shops are usually happy to offer help or guidelines in setting up and printing your materials.

The day of the event:

  • Find out in advance what time you can gain access to the venue to start your preparations.
  • Plan to be at the venue 1–2 hours before the event to give you time to arrange the room, put out chairs, set up the projector, and lay out additional materials such as educational literature and food samples.
  • Leave the venue as you found it. Settle up any outstanding fees with the venue.

Host a Food Sampling Table at a Local Fair

Food sampling is a simple but effective form of outreach. Just book a stall at a suitable event, plan and prepare your food items, and turn up on the day with some volunteer support.

“AWESOME! Thanksliving went so much better than I could have ever hoped!! I had so many wonderful helpers and we gave out all the samples two hours sooner than I had expected! We got nothing but positive responses. We literally ran out of vegan fliers to hand out. Everyone LOVED the food.” – Students for Animal Rights Thanksliving event

Kindred Spirits Care Farm - Food Day LA 2016

Kindred Spirits Care Farm – Food Day LA 2016

Our grantees typically set up food sampling tables at:

  • local community fairs and markets
  • green festivals
  • health fairs
  • college campuses

The most popular types of vegan food samples handed out are:

  • mock meat products, such as Tofurky and Gardein products
  • plant milks – offer a variety such as soy, almond, and coconut
  • homemade cookies and cupcakes

The day of the event!

  • Set up before the event starts and be sure to keep your table tidy and sample trays full.
  • Dress smart-casual and have a smile on your face. Presentation is key to enticing people to stop for a taste.
  • Rotate your staff if you have volunteers. Prepare a schedule in advance to ensure everyone gets a break during the day.
  • Check out our blog on effective communication for tips on engaging with people about vegan living.
  • If you’re part of a vegan group, have a clipboard for sign-ups.

VegFund’s suggested sources for literature to hand out:

Learn more about food sampling events here.

What other outreach ideas does VegFund consider?

We provide grant support for a whole variety of vegan outreach activities, and we’re always interested in new and creative ideas — online campaigns, vegan fashion shows, speakers, vegfests, and more. See the Merit Awards section of the VegFund website for guidelines on funding innovative projects that promote veganism. Some examples from the past year:

Slovensko vegansko društvo (Slovenian Vegan Society) hosted Vegafest 2016. More than 10,000 people were reached by the event, with an estimate of 7,000 non-veg people visiting the festival itself.

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Dzīvnieku brīvība in Latvia held a Vegan Summer Solstice celebration where they served vegan cheese samples to attendees and distributed educational literature. Activists engaged in some really positive discussions, with many people showing an interest in making steps towards vegan living.

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This type of outreach is funded through VegFund’s Merit Awards program.

Learn more about our program guidelines and apply for a grant today!

Wishing you the very best of luck with your outreach in 2017.

- The VegFund Team

Selecting the Ideal Venue for your Outreach Event

Findings from a VegFund Dialogue with its Current and Past Activists (Part 2 of 6)

This month, we’re sharing our grantee’s feedback on the criteria they use when selecting a venue for their vegan outreach events. We hope this information offers you some helpful tips for finding the best location for your outreach event.

Our grantees select a variety of venues for their outreach — college campuses, schools, churches, theaters, vegfests, health fairs, sporting events, and many others. The grantees who responded to our survey conducted different types of outreach, including food sampling, pay-per-view video booths, vegfests, and documentary film screenings.

Each type of outreach, of course, has special location considerations relative to the nature of the event, but the responses to our survey reflect the top-level factors activists consider in their venue choices. In our online survey, we asked the question, “What criteria do you use to decide where to conduct an event?” A summary of the survey responses is shown in Figure 1.

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Figure 1

Our grantees highlighted other valuable criteria to consider when hosting an event based on their experiences: The most important criterion for the activists surveyed is selecting a venue that attracts a high number of passersby. The second most important factor is hosting events in non-veg-focused settings — for example, health fairs or music festivals. We were delighted to see the weight activists place on these factors because they are essential in conveying our message to new audiences. Selecting venues that don’t require licences, permits, or fees also rated high in importance to our grantees. Strategizing to get the most impact for your dollar is always an important consideration.

  • Campus activists have easy access to free venues, but other activists may find it more challenging to locate low-cost venues.
  • Access to some types of venues, such as churches/religious facilities or public schools, is easier to obtain if you or your group has some personal involvement with the group or institution.
  • Leafleting can be done in most public places for free, but the impact can be hard to measure.
  • Weather conditions (for outdoor events), volume of pedestrian traffic, and volunteer availability are all important factors to consider when selecting an event venue.

Keep these factors in mind when researching the best location for your event.

Speak Out For Species, University of Georgia - Gene Baur Book Launch Talk and Food Sampling Event 2015

Speak Out For Species, University of Georgia:
Gene Baur Book Launch Talk & Vegan Food Sampling Event

VegFund provides a number of online resources to assist in answering activist’s questions relating to their outreach events, including a list of recommended educational literature, FAQ on documentary film screenings and screenings checklist, and food safety guidelines and food sampling checklist. These resources should help to make the event planning process that little bit simpler, offering useful tips and advice along the way! Join us next month when we share our findings on how activists evaluate the effectiveness of their outreach activities.

Send us your thoughts and experiences as a vegan activist.

We’d love to hear from you!

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.

5 Top Tips for A Successful Film Screening Event: Findings from VegFund’s Five-Year Retrospective Study (Part 3)

Next in our continuing series on tips for effective vegan activism, we bring you tips for holding successful film screenings. Our past grantees have offered excellent feedback from their experiences on how best to: encourage people to attend film-screening events, make your event enticing, and engage viewers on the topic of animal agriculture and veganism.

FMVeg, Minnesota 2015

FMVeg, Minnesota 2015

“It definitely challenged people’s understandings and perceptions of animal industries. I’ve even spoken to a few people who went vegan as a result of the film and subsequent discussion.”

- Compassionate and Sustainable Consuming, 2015: Cowspiracy Screening.

“Many picked up multiple literature booklets and several cried during the scenes of slaughter. … We had a couple approach us after saying they were going vegan, that this is what they needed to see to push them.”

- Vegan Society of P.E.A.C.E : Peaceable Kingdom Screening, 2012.

In the past five years, VegFund-supported activists reached approximately 10,600 people through film screenings. At these events, they also distributed 27,964 pieces of literature, and 20,211 vegan food samples.

5 Top Tips!

1. Films that are particularly effective at engaging their audiences are:

  • easy to grasp
  • include reliable data
  • moving, yet have minimal graphic footage.

2. Q&As after film screenings are popular, particularly those featuring film directors.

3. Events with a smaller number of viewers were reported to be more personal and engaging, with grantees having more conversations with attendees at these events. But, it’s always important to weigh the value of reaching more people versus having more one-on-one contact, and this will vary depending on the sort of event being held

4. Introductions to film screenings were well received and helpful for those who were unsure of what they would be viewing.

5. Attendees enjoy offers of vegan food samples, veg starter kits, and information on vegan living at these events. Veg starter kits appear to have been particularly popular among attendees.

Lean and Green Kinds 2015 – Ethical Eating Mini Film Festival

Lean and Green Kinds 2015
Ethical Eating Mini Film Festival

In the past five years of VegFund screening grants, documentaries that contain highly graphic content relating to animals are sometimes shown, but grantees have tended to steer away from these types of documentaries due to more negative responses from viewers.

Documentaries with content substantiated by facts and statistics were appreciated by grantees and attendees, as were films that appeal to both younger and older people. Of course, the films available and suitable for screenings have changed over the years, but some of the most popular films from 2011 to 2015 were:

“The film was very well-received and the students and others participating in the discussion said they learned a lot and were excited to make changes to their diets and contact national environmental groups to ask why they aren’t mentioning animal agriculture as a huge contributing cause to climate change.” – VegBoone’s screening of Cowspiracy in 2015.

“Audience commented that they enjoyed the film more so than other animal rights films they had seen, because it presented the issues in an easier-to-grasp light.” – Moncavage’s screening of Vegucated in 2012

“We had many people with questions afterward and even a guy looking for support because he just went vegetarian two weeks ago after his son showed him Forks Over Knives.” – Daytona Beach Vegetarian Society’s screening of Forks Over Knives in 2011.

Peaceable Kingdom, Speciesism, and Ghosts In Our Machine have also been popular choices. Many activists reported that viewers consider these films to be accessible to all ages and have fewer graphic scenes than they would have expected from animal-rights-themed documentaries.

“The Forks Over Knives screening was a HUGE success. We had 266 people RSVP on Facebook and another 25+ respond to us via email. The response was phenomenal. We gave out many VSR applications and all the literature was gone!” – Vegetarian Society of Richmond’s screening of Forks Over Knives, 2013.

As you can see here, activists are organizing film screenings as a tool to engage people on the topics of animal agriculture and the link between their dietary habits, and they’re receiving emotional and proactive responses! VegFund provides a film screening checklist on their website, along with various other resources to help your event be a hit!

Coming next: The final part of this series (part 4) offers tips for getting the most out of your Pay-Per-View video events. Don’t miss it!

5 Top Tips for A Successful Vegan Food Sampling Event: Findings from VegFund’s Five-Year Retrospective Study (Part 2)

VegFund recently carried out a five-year retrospective study of our three main grant programs — Food Sampling, Film Screenings, and Pay-Per-View video events. We’re sharing some of our findings with you in a series of blogs on tips for effective activism.

Vegan Club, California

Vegan Club, California

In this installment, we present helpful tips for a successful free vegan food-sampling event. We looked at feedback from our past grantees, who offered excellent information on what worked best for them when engaging people about vegan food choices. The majority of our grantees opt to include food sampling in their activities, and they report enthusiastic responses from non-vegans:

“Many of them never before ate vegan food, and all of them loved it.”

“People commented how great the taste and texture of the strips were and couldn’t believe the samples were vegan….”

Who can resist a chocolate cupcake? Food, especially when it’s free and appealing to the eye, never fails to draw people in. And, vegan food is always a brilliant conversation starter! From college events and green festivals to conferences and healthy lifestyle events, food sampling proves to be popular with members of the public.

In the past five years, VegFund-supported activists have reached 351,821 visitors and handed out 405,845 food samples at food-sampling-funded events alone!

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The 5 most popular vegan foods distributed by activists at food-sampling events are:

1. Mock meat products: Tofurky sausages and slices, Gardein Roast, jerky style

2. “Cheese” products: Daiya, “cream” styles

3. Plant milks: Almond, soy, chocolate-flavored

4. Cookies

5. Cupcakes

5 Top Tips!

North Wales Vegans

North Wales Vegans

1. Good-quality mock products, such as meats and cheeses, are most influential. These foods show people that vegans can eat convenience foods that taste good and are easy to find in local grocery stores.

2. Offer literature to people when they’re sampling vegan food so that they have a take-away message — and one that could possibly get passed along. Recipe brochures always prove popular. If people aren’t picking up your informational literature, consider slotting a few of these leaflets into recipe brochures. Check out our blog Selecting Effective Outreach Materials — a helpful reference when choosing the literature to distribute at your event.

3. Social media is a highly effective promotional tool for food-sampling events. Word-of-mouth and encouraging people to bring friends and family can really boost attendance.

4. Themed food-sampling events are popular; for example, holiday themes such as Thanksgiving, Christmas, Valentine’s Day, etc.

5. Focus on distributing a few types of tasty and appealing products rather than a large number of mediocre products. This presentation will be less overwhelming to visitors and more influential when encouraging them to make changes.

“100s of Tofurky samples, Compassionate Choices and coupons were distributed to a receptive crowd. People raved over the Tofurky and asked where they could purchase it. Several people had remarked that they had seen it in the stores and were interested to try it. Many people thanked us for being there!” – Animal Rights Foundation of Florida, Holiday Food Sampling Event

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Sociedade Vegetariana Brasileira

Depending on your audience and venue, there are some especially effective ways to engage people with your message. As you can see here, activists are using vegan food sampling as a tool to urge people to consider making changes to their dietary habits, and they’re receiving positive — even enthusiastic — responses!

VegFund offers more food and recipe suggestions for your food-sampling events here.

Coming next: Part 3 of this series on tips for getting the most out of your film-screening events.