Choosing the Right Words and Images to Help Animals.

[FYI. For Your Interest.]

Choosing the Right Words and Images to Help Animals

Humane Research Council.

Do you ever struggle with selecting the most effective language or
images to use in your animal advocacy materials? You’re not alone – we
get this question often at the Humane Research Council, which I think
is a great sign that advocates are being more thoughtful in their
approach. HRC is here to help.

We’re taking a close look at what makes for effective messaging and
materials. Our Readability Study was just the beginning, but it set
the tone by showing that vegetarian/vegan outreach materials are
written at 3-4 grade levels higher than the average person can
comprehend. Readability matters, and our advocacy materials are
failing to reach a majority of people.

Of course, written materials are just one form of advocacy. HRC is
also working with clients to evaluate the effectiveness of different
advocacy videos, and we’re launching a new independent study of the
impact of using graphic images in video outreach. As videos become a
more common tool of advocates, we need to study their effectiveness.

See below to read more about each of these projects. If you’re short
on time, here are three principles you should always think about when
advocating for animals.

1) Create materials with a specific audience in mind. If you try to
reach everybody, you’ll end up reaching nobody. The most effective
materials will appeal to the aspirations and barriers of a specific
group of people. The more targeted the better.

2) The KISS Principle – Keep it Short and Simple. Unless your target
audience is rocket scientists (hint: it isn’t), you need to keep both
the concepts and the language of your materials as simple and
comprehensible as possible. It’s not about “dumbing down” the message,
but finding the simplest possible way to convey it.

3) Tell stories that relate rather than overwhelm. Because of issues
like cognitive dissonance (see below), many people resist thinking
about mass suffering. It’s best to avoid referring to “billions” or
“millions” of victims and tell the story of a single victim, then
contextualize that story with judicious use of facts.

HRC’s current projects represent just the tip of the iceberg when it
comes to researching effective advocacy materials and tactics. Stay
tuned for more such research covering a diverse array of animal
protection issues.


Study of Current and Ex-Vegetarians

HRC is currently seeking potential sponsors for a landmark study of
current and ex-vegetarians. Unlike past studies that have been limited
by small sample sizes, the proposed survey will ensure a large and
representative sample of both current and ex-vegetarians, allowing us
to deeply understand the motivations for becoming vegetarian/vegan as
well as the barriers to maintaining plant-based diets. Contact HRC to
learn more about the study.

[e-mail]

Study of Graphic Images

Are graphic images of animal suffering more or less effective than
images of animals in natural settings? This is the question posed by
HRC’s latest independent study, which will explore the use of graphic
images when arguing against animal testing. Coupled with our recent
readability report, this study will help advocates choose the right
visual components and language for their advocacy materials. The
graphic images project is just getting started, but we will keep you
posted on our progress later in the year.

Simplifying Advocacy Materials: Understanding Decision Fatigue

Decision fatigue is a type of the phenomenon labeled “ego fatigue.”
Ego fatigue refers to the finding that people have a limited amount of
self-control. In simple terms, this means if someone on a diet is
offered too many treats in one day, he will eventually break down and
go for the cookie or skip the gym. Similarly, people have a finite
amount of mental energy for making good decisions. READ MORE -
http://www.humanespot.org/content/simplifying-advocacy-materials-un...

Cognitive Dissonance: Why the Truth Sets Nobody Free

The truth, it seems, often reinforces misperceptions and irrational
behavior rather than overcoming innate beliefs and leading to positive
behavior change. To put it another way, by exposing people to the
reality of animal suffering – often using “shock tactics” – advocates
might be causing people to become even more resistant to change. READ
MORE - http://www.humanespot.org/content/cognitive-dissonance-why-truth-se...

Readability of Vegan Outreach Literature

HRC partnered with VegFund and FARM to test a selection of outreach
materials that are commonly used by vegan advocates. The average
readability scores placed these materials in the range of the 11th
grade reading level or higher, which is three to four grade levels
higher than the average U.S. adult. READ MORE -
http://www.humanespot.org/content/readability-vegan-outreach-litera...