Advocacy Strategies

Consumers are largely isolated from the moral implications of their choices by numerous mechanisms that allow them to dissociate their use of animals from the suffering of animals. The literature review portion of this thesis examines the psychological and cultural constructs that present unique challenges to animal rights as a social movement. From that contextual backdrop, this thesis then evaluates consumer response to three major campaigns conducted by HSUS and PETA between 1980 and the present. The campaigns are vegetarianism and factory farming, the anti-fur movement, and the campaign against cosmetics testing on animals. While consumer response has been mixed, there are other outcomes from those campaigns that signal broader cultural changes. [Excepted from report]

"Weathercocks and Signposts" critically reassesses current approaches to motivating environmentally-friendly behaviour change. Current behaviour-change strategies are increasingly built upon analogy with product marketing campaigns. They often take as given the "sovereignty" of consumer choice, and the perceived need to preserve current lifestyles intact. This report constructs a case for a radically different approach. It presents evidence that any adequate strategy for tackling environmental challenges will demand engagement with the values that underlie the decisions we make – and, indeed, with our sense of who we are. [Excerpted from report]

The interpretation of statistics may be misleading if not analyzed using comprehensive and standardized data. This article from the Coalition to Abolish Sport Hunting examines a handful of specific claims made in the fishing, hunting, and wildlife arenas.

Alana Conner, senior editor of the Stanford Social Innovation Review, describes the trials and tribulations of evaluating program effectiveness. An experimental social psychologist by training, she illustrates how many evaluation practices in the nonprofit sector may actually mislead funders and organizations. Although most programs would love to implement "Cadillac" evaluations, they can only afford "second-hand Yugos." Following Dr. Conner's talk, Rick Aubry, executive director of Rubicon Programs Inc., describes how his organization secured funding for a state-of-the-art evaluation system. [Abstract excerpted from website]

Research suggests that traditional social networks play a significant role in influencing how people behave. An earlier study showed that obesity appeared to spread through social networks, and in a follow up study, similar findings were made about quitting the habit of smoking.