2012: Compassion In Action

By Nick Cooney

January 1, 2013

Looking back over the past twelve months, what can we say but “thank you!” Thank you for helping to make Farm Sanctuary’s Compassionate Communities Campaign a success. Thank you for helping to spare tens of thousands of farm animals from a lifetime of misery. Before we dive into a new year of advocacy, let’s take a quick look back on 2012 and what we, together, achieved for animals.

The Campaign kicked off in March of 2012 with the launch of our groundbreaking compassionatecommunities.org website. For the first time ever, farm animal advocates now have a one-stop shop for learning how to carry out effective veg advocacy programs in their community. With how-to videos and guides and a library of some of the most thought-provoking essays and videos around, it’s no wonder thousands of grassroots advocates in the U.S. and abroad joined the Campaign in the months that followed.

Meanwhile, the Compassionate Communities blog dug into the latest research to provide eye-opening advice for animal advocates. We discussed why the phrase “meat-free” may be better than “vegetarian”; looked at who former vegetarians are and why we lost them; busted the myths that are told inside the vegan bubble; showed the neuroscience behind caring vegetarians; and took a data-based look at the impact of welfare reforms on vegan advocacy.

As Compassionate Communities volunteers got active, local veg dining guides, both printed and online, began popping up around the country. Residents of cities like Pittsburgh and Rochester, among many others, now have an easy way to find veg food near them, and local activists and grassroots groups have a great resource to direct the public to.

The summer of 2012 saw the launch of our snazzy new 16-page veg advocacy booklet, Something Better. Over the course of the year, Compassionate Communities volunteers distributed more than 265,000 copies of Something Better and other literature to people around the country, bringing Farm Sanctuary and its animal ambassadors to a wide audience of people across the country. This included over 55,000 vegetarian starter guides distributed through businesses and newsstand racks, as well as nearly 200,000 booklets handed out at colleges, festivals, and on busy city streets.

In the fall, we hit the road for our Compassionate Communities tour, traveling to 11 key cities around the country to rally grassroots advocacy efforts. Hundreds of local animal advocates came out for our workshops on effective veg advocacy and signed up to get active for farm animals. Many joined us for hard-hitting outreach events, from the beaches of Florida to the universities of Portland to the cold streets of Boston.

In November, Compassionate Communities launched its hard-hitting new video, What Came Before. The 10-minute film short, narrated by TV and movie star Steve-O, introduces viewers to individual animals rescued by Farm Sanctuary, exposes the cruel realities of factory farming, and strikes a hopeful note by pointing out the benefits of a meat-free diet. In its first two months, more than 180,000 viewers saw the cruel reality of What Came Before, with many leaving heartfelt messages or comments about how the video inspired them to go vegetarian.

Thanks to the support of our donors, Compassionate Communities also launched a massive online advertising campaign to bring What Came Before and resources on vegan eating to the computer screens of hundreds of thousands of young women around the country.

All told, Farm Sanctuary’s Compassionate Communities Campaign was able to directly reach nearly half a million people in 2012 with printed literature or video on the cruelties of factory farming and the benefits of vegan eating, inspiring dietary change and saving the lives of farm animals. Your involvement and support have spared tens of thousands of individuals like “The Doctor” from a lifetime of misery.

On behalf of all of us at Farm Sanctuary, have a Happy New Year! We look forward to working with you in 2012 to achieve even more for animals!

 

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