The Effects Of Digital Advocacy: What A Single Exposure To Digital Animal Advocacy Can (And Can’t) Do Webinar
Reels, videos, and shared articles have become some of the most common ways advocates reach people for farmed animals. But what does one piece of content actually accomplish?
In our latest study, we tested how a single exposure to different types of digital advocacy (including undercover footage, sanctuary videos, recipe reels, street outreach videos, and news articles) affected people’s emotions, attitudes, and behaviors toward farmed animals. We followed up two weeks and three months later to see what stuck.
The results were mixed in useful ways. Most content that showed farmed animal suffering moved people emotionally, but no single piece of content shifted behavior or attitudes across the full sample. Some tactics even backfired with audiences who are usually animal allies, while positive, food-forward content showed promise for engaging sympathetic viewers.
Join study author Dr. Andrea Polanco as she walks through the key findings and what they mean for advocates. Andrea will talk with Jessica Cruz of VSF Connects (Vegan Street Fair & Vegan Creator Co) about how these results translate to the day-to-day work of people making content — from choosing formats to crafting a call to action that turns emotion into action. We’ll close with audience Q&A.