The We Animals Archive — changing the world for animals, one photograph at a time

Last month, photojournalist, author, and educator Jo-Anne McArthur launched the We Animals Archive,* a free archive of photography depicting our relationships with animals around the globe.

z.Jo-Anne McArthur headshot_HR_LesleyMarino-003-2

Creator of the We Animals project, author of two books (We Animals and Captive, due for release this summer), and subject of the critically acclaimed documentary Ghosts in Our Machine, McArthur has been documenting the plight of animals for more than a decade, telling their individual stories with her thought-provoking and moving imagery.

McArthur’s photography evokes a spectrum of emotion —  from heart-wrenching and haunting to joyful and beautiful.

Jo-Anne McArthur / We Animals

Jo-Anne McArthur / We Animals

Jo-Anne McArthur / We Animals

Jo-Anne McArthur / We Animals

The We Animals Archive is a collection of hundreds of images and videos of animals in the human environment, many of which have never been seen before — animals we use for food, clothing, research, experimentation, work, entertainment, and companionship.

Some words from the photographer:

“I’m thrilled to be releasing the We Animals Archive into the world. My work has shown me that, so often, the animals languishing in cages on fur farms, suffering at the end of a rope, or even resting peacefully in the arms of their rescuers, are invisible to so many of us. I want these images to be used in the hope that people truly see the way animals currently exist in our society.” – Jo-Anne

The archive is a free resource for individuals, organizations, and media outlets around the world who are working to help animals. To date, the We Animals images have been used widely on social media, for banners and posters, in slide shows, newsletters, and even on book covers and for billboard campaigns. Browse the We Animals images and start planning how you might use them to educate and enlighten!

Find out more about this wonderful archive and the simple steps required to request photos in  this short video by McArthur herself:

VegFund highly recommends that you take advantage of this great resource in your outreach efforts. And please share widely with your activist buddies!

Support this project: weanimals.org/support

*The We Animals Archive is free to use for animal rights groups, not-for-profit and charity organizations, and educational organizations. The archive is also available on a commercial basis to commercial and media organizations. View Terms of Use.

Part 3: Lessons from 10 Successful Facebook Campaigns

This final blog in our social media series explores several extremely popular Facebook pages. Each of these pages have attracted anywhere between one hundred thousand to eighty million fans. We do not endorse any of the following companies or their products, but we can learn from them. Our hope is that the techniques that they use will spark creative ideas for your own online vegan advocacy campaigns.

American Red Cross

Likes: 592,178
Talking about this: 9,943
Cool feature: Two-way conversations to build relationships

The American Red Cross is a great example of a non-profit that successfully uses social media. They use Facebook and Twitter to have two-way conversations with community members, volunteers, and the media; in doing so, they build strong relationships, get feedback on what they do well and how they can improve, and help spread awareness about their programs (Briones, Kuch, Liu, & Jin, 2011). The Red Cross’ southern region chapter uses social media to share volunteer opportunities and events with their fans, while other chapters use it to recruit new volunteers and relay information during crisis situations (Briones, et al., 2011). They also use social media to build relationships with local TV stations and newspapers, which has helped them respond to disasters more quickly. In turn, the media follows the Red Cross and contacts them to generate news stories (Briones, et al., 2011). You can follow the Red Cross’ example and use Facebook and other forms of social media to build relationships and establish trust. You can also follow other animal rights groups to find out the latest developments and spread the word on your own page.

Burt’s Bees

Likes: 2,273,163
Talking about this: 95,361
Cool feature: Inside look at their company and products

Burt’s Bees provides a look at the inner workings of their company and products through the use of videos and photos, which makes fans feel welcome and establishes trust (Porterfield, 2010). If you feel comfortable enough, you can do the same for your page by sharing your own story and experiences with vegan living and animal rights. In addition to posting “inside look” status updates on your page, you can also create a special tab with videos and photos of you and the people who volunteer for your page.

Coca-Cola

Likes: 80,101, 225
Talking about this: 665,948
Cool feature: Fun competitions

Coca-Cola gets their fans involved with their page by running fun competitions, such as the Share a Coke® Valentine’s Day Competition. They asked fans to submit photos of themselves with their loved one while sharing a Coke. The fans who submitted the most creative photos won personalized sets of Coke bottles. You can try asking your fans to post photos of themselves at vegan restaurants and farm sanctuaries, which will help spread the word about these places, and get your fans more involved with your page. If you decide to run competitions on your page, remember to make it easy to join (i.e., have only a few steps to join), easy to share so more people will find out about it, and most important of all, make it fun (Porterfield, 2010)!

Jones Soda

Likes: 1,013,021
Talking about this: 1,515
Cool features: Tabs for different types of social media; weekly polls

Jones Soda knows that fans have different preferences for the way that they communicate and so they provide multiple options on their page (Porterfield, 2010). They have tabs for Instagram and YouTube, as well as tabs for their videos and events, and a tab called Caps for Gear! where fans can trade in Jones Soda caps for t-shirts, hats, watches, and more. They also run weekly polls, which is a great way to interact with fans, learn about the audience, and find out what they want to see on the page (Porterfield, 2010). If you use more than one type of social media, make sure that your fans are aware of it and know how to find you on the other sites. It might be fun to borrow the “Caps for Gear” idea and create something like “Go Veg for Gear!” in which fans can turn in vegan food product labels in exchange for vegan buttons, t-shirts, books, and other such rewards. This will give fans an added incentive to try out vegan foods!

Livescribe

Likes: 132,023
Talking about this: 371
Cool feature: Customer support tab

Livescribe’s page has a customer support tab, in which fans can ask questions, share ideas, report problems, and give praise. Other people can see these posts and get answers to their questions, as well as reviews of Livescribe products. You might consider adding a Frequently Asked Questions tab to your page with information about veganism and links to restaurant guides, veg starter kits, and other helpful resources.

Oreo

Likes: 35,758,226
Talking about this: 92,242
Cool Feature: Oreo Creme Canvas tab

Oreo has a fun tab called Oreo Creme Canvas, where you can create a unique image on the creme of an Oreo and share with your friends. The team behind Oreo’s Facebook page came up with a clever way to use this tab to help build up their fan base; you have to “Like” their page before you can create a canvas. Then you can choose to upload a photo, or fill in the canvas with text and icons. You can create a farm-animal related tab where fans put their faces where the animals’ faces should be, or type messages into word bubbles. If you choose to do this, you may want to include a message that states that inappropriate photos and messages that fans create will not be posted on your Facebook page.

Red Bull

Likes: 43,052,387
Talking about this: 348,533
Cool features: Games; welcome tab

The crew behind Red Bull’s page understands their target audience and they know what gets the best response on their page (Porterfield, 2010). One of their unique features is a tab with several sports-themed games for their fans. They also created a welcome tab with an eye-catching image and a clear call to action to “Like” their page. Creative design can have a BIG impact on people who visit your page; it may be worth it to spend a little bit of money on your page design (Porterfield, 2010). You can also organize your page by making tabs for different areas, such as videos, contests, polls, and events.

Skittles

Likes: 25,887,257
Talking about this: 38,009
Cool feature: Well-developed brand voice

Skittles’ Facebook page is entertaining, colorful, and funny. They have done a great job of developing a brand voice for their page. They tell fans that they might become The Rainbow’s BFF if they post Skittles-themed photos on their page. Then they add funny statements to go with the photos. Try to develop a brand voice for your page. Know your audience so that you can create a voice that they will connect with, and make sure to keep your tone and language consistent (Schwab, 2011).

Starbucks

Likes: 36,329,214
Talking about this: 480,828
Cool feature: International tab; locations tab; open jobs tab

Starbucks created a special International tab for people to join their country’s Starbuck’s community Facebook page. They also have tabs for their locations and for open jobs. You can borrow their idea and add a tab with links to the Facebook pages of vegan organizations, vegan meetup groups, and farm sanctuaries worldwide. You might also consider adding a tab for volunteer and internship opportunities.

Uno Chicago Grill

Likes: 132,202
Talking about this: 279
Cool features: Great visual appeal through photos; Happy Mutt’s Day album for fans

Uno Chicago Grill’s page uses appealing photos of food to entice their fans (Porterfield, 2010). They know how much people love their dogs so they created an album titled “Happy Mutt’s Day” where fans can post photos of their dogs, which is a great way to connect fans to their page. When you create posts, try to use the most appealing images. Look for bright colors, appetizing photos of vegan food, and the cutest animals. And find ways to make your fans part of your page!

We hope this blog series helps you with your activism, gives you some new ideas, and inspires you to use social media as a way to help animals. We would love to hear about your experiences with social media campaigns and we wish you the best of luck!

References

Briones, R. L., Kuch, B., Liu, B. F., & Jin, Y. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37(1), 37-43.

Porterfield, A. (2010, August 31). Top 10 Facebook pages and why they’re successful. Retrieved from http://www.socialmediaexaminer.com/top-10-facebook-pages/

Schwab, S. (2011, March 31). Finding your brand voice. Retrieved from http://www.socialmediaexplorer.com/social-media-marketing/finding-your-brand-voice/