About Us

My photo
Evolotus principals Gary Smith and Kezia Jauron have decades of experience in advertising, marketing, and public relations for a range of clients and products. They left the profitable world of corporate high-tech PR to create Evolotus in 2006. Evolotus and its clients share the same goal: to get the word out about a particular product or service in a way that serves the client as well as the world at large. (www.evolotuspr.com)

Saturday, September 1, 2012

Congratulations to us!

Today we received the news that Evolotus was named "Vegan Business of the Year" for the U.S. region in the annual Vegan of the Year awards. We were thrilled to be included and we agree: it's been an outstanding year!

Our fellow winner this year is the wonderful Cynthia King Vegan Ballet Slippers - the only cruelty-free dance shoe on the market. Check them out here.

For the complete list of winners, including activists, athletes, filmmakers, and more, dance on over to http://vegansarecool.com/awards/.

Monday, June 25, 2012

'Vegan Is Love' Sparks Controversy, Discussion

In the process of getting coverage for Ruby Roth's new book, Vegan Is Love: Having Heart and Taking Action, Evolotus was able to spark discussions in major media about animal rights and the ethics of veganism.

The coverage the book received ranged from major media outlets like NBC, FOX and ABC to gossip blogs and mommy blogs. Below is a list of some of the major media outlets that covered Ruby's new book.

NBC Today Show

CNN Part 1 and Part 2

Perez Hilton

NBC Today Show's Matt Lauer wondered if the title itself suggested that "if you're not a vegan, it's about hate?" Child psychologist Dr. Robert Epstein told FOX News it was "the most disturbing children's book I've ever seen," and even Perez Hilton weighed in to ask "Would [you] read this book to your child??"
Parents discussed the book's suitability for their own children, and experts including nutritionists and psychologists were called on to oppose or advocate for the book. We asked members of the media to judge for themselves whether the criticism was warranted, or whether parents should be offering its ethical and environmental message to the next generation - a generation that, let's be frank, will be charged with cleaning up our messes.

Vegan is Love
also received coverage from a number of women's magazines such as Glamour and Redbook, along with parenting sites and family magazines like Parents, Parenthood and CafĂ© mom. 
Vegan is Love
sparked debate about veganism and whether teaching a child about the horrors that animals endure is appropriate.

Though there was controversy surrounding the book, others received it with an open mind and shared both sides of the story. Many quoted the Academy of Nutrition and Dietetics (formerly the American Dietetic Association), whose official position is that a well balanced vegan diet is appropriate for all life stages and provides health benefits. Others published the claims of registered dieticians who said the book may scare children into being vegan and cause them to be malnourished.

Throughout the launch of the book, the topic of animal rights and veganism was brought up in the media, and even when the book was presented as some crazy idea, Ruby held her own and did a great job in interviews. More people were exposed to the idea of veganism, the exploitation of animals, and the impact on the planet.

Friday, April 27, 2012

Freegle News

Apologies for the lapse in posting news, but it's for a very good reason. Last Thanksgiving, Beagle Freedom Project rescued 40 beagles from an animal testing laboratory in Spain. The lab was going out of business and 72 dogs were about to be killed. Local activists were able to find homes throughout Europe for 32 of them, and the 40 who remained traveled to Los Angeles (where they were shortly followed by 3 more beagles who had been living in a kennel awaiting homes after being released by a university laboratory).

Evolotus was able to secure major media for this rescue, and after fostering eight (!) beagles in our own home, we adopted Frederick and Douglass, named after the abolitionist and former slave.

Interestingly enough many news outlets linked to an older video from our June rescue, which then got more than three million views on YouTube. Here is some of the news coverage about the Thanksgiving rescue.

NBC Nightly News (this also aired on the Today Show)
CBS News
Los Angeles Daily News
Huffington Post
Time Magazine
Inside Edition
NBC Los Angeles
NBC Nonstop News
ABC Los Angeles
Torrance Daily Breeze

Honestly there was such an outpouring of media and support, it was overwhelming - there were too many articles to list, and so many wonderful things happening, from the Ellen DeGeneres show tweeting about the rescue to the strong support of the local yoga community including dear Kathryn Budig, a world-class teacher based here in Los Angeles, as well as other yogis who put together fundraising classes and products such as ToeSox yoga socks.

Another exciting development for Beagle Freedom Project was that fashion designer James Perse heard about the rescue, reached out to help, and then installed window displays in all his stores promoting Beagle Freedom Project. He also made a limited-edition t-shirt that raised funds for us - I'd link to it, but they sold out quickly. Friends in New York, Las Vegas, and all over Los Angeles saw the striking displays that told the story of the rescue. (At the time James developed the concept and design, we were expecting 41 dogs from Spain, but at the last minute our Spanish contacts were able to place one more in a home there.)
James Perse store, Beverly Hills, Calif.
In one of my favorite features on our growing beagle family, Darwin's dad Richard told The Advocate, "To the team of people dedicated to stopping such cruel acts on animals, I can't thank them enough for enriching my life with the knowledge that I can be a part of this movement and for knowing that Darwin and other animals around the world will have a chance of being who they were born to be."

As an example of how media inspires more media, the photo spread of our LGBT adopters was so touching, our friends Mariann Sullivan and Jasmin Singer discussed the intersection of gay rights and animal rights in this very personal Our Hen House article. Freddie and Douglass were excited to meet them on their last trip to California, and the article on their site features our adorable Douggie.
It's been five months since the rescue, and today, Freddie and Douglass are happy healthy dogs who enjoy going on walks, napping, belly rubs, eating cookies, playing with squeaky toys, and chewing on sticks. Freddie is incredibly affectionate but still nervous around new people. Douglass is very calm, easygoing, and social with guests. Wherever we go, people remember their story. They are ambassadors for cruelty-free living who are making a difference in the world. 

As I write, two of their wonderful beagle brothers are looking for new homes. To foster or adopt, please visit the Beagle Freedom Project website for the applications.

Friday, January 13, 2012

Top 10 Animal Rights News Stories of 2011

Can you stand another year-end list?

Below are what we believe were the ten biggest news stories of 2011 for animal rights initiatives. While some of these generated massive amounts of ink and airtime, a few were important stories that flew under the radar. A few have importance to the animal rights community, while others are more notable for their impact on the animal-eating/using/wearing public.   
(Yes, we know that top 10 lists are generally in “countdown” form from tenth place to first place. However, we’ve started with number one, in case readers get bored before they get to the end.)    
1. Mercy For Animals’ undercover investigation into E6 Cattle Co. in Hart, Texas, received so much press and public attention it actually impacted the market price of cattle futures. One of the nation’s best investigators gained employment at E6, where he observed and recorded workers bashing in the skulls of calves with hammers and pickaxes, among other horrors. (The facility specializes in raising female calves until they are old enough to be impregnated and turned into milk machines.) The American Veterinary Medical Association, not known for opposing agribusiness, even issued a statement condemning E6’s behavior. For a short time, the undercover video was banned by YouTube – a bad PR move on their part – and news of the ban reached the sizable audience of consumer tech websites, so the video received even more views. For many Americans, watching this footage was the first time they had ever considered the cruelty inherent in dairy products.     
2. West Hollywood became the first fur-free city in the U.S. and one of only a handful in the world. This small independent city, surrounded on all sides by Los Angeles like Vatican City is by Rome, voted in September to ban the sale of fur apparel after a time interval to allow retailers to phase out inventory. “Fur Free WeHo” received national media attention. Although largely a symbolic gesture in terms of its impact on fur-bearing animals, the legislation drafted will serve as a model for other communities. Similar campaigns are already underway.    
3. Congress introduced the Traveling Exotic Animal Protection Act (TEAPA), now HR 3359, which would effectively shut down traveling circuses such as Ringling Bros. in the U.S. Animal Defenders International led the charge after successful circus bans in other countries, with assistance from experts from the Performing Animal Welfare Society, exotic animal veterinarian Dr. Mel Richardson, philanthropist Bob Barker, and actress/activist Jorja Fox, all of whom testified before Capitol Hill staffers in early November. The announcement of the bill received huge media coverage and offered a platform for ADI to discuss the ethics of animal circuses.     
4. Beagle Freedom Project’s rescue of 40 beagles from an animal testing laboratory in Spain (soon joined by three more) was the third rescue by the group. Coverage on NBC Nightly News with Brian Williams two nights in a row, as well as the Today Show, catapulted the group to national and international attention. In the process, people worldwide learned for the first time about the horrors of animal testing, and were motivated to shop cruelty-free. The video of BFP’s second rescue in June of this year racked up over three million YouTube views because of the interest in the rescue.    
5. Another investigation by Mercy For Animals into Sparboe Egg, the fourth largest egg producer and a key supplier to McDonald’s, resulted in what was undoubtedly the biggest economic hit to a factory farm in history when the fast-food chain, and several other major retail customers, cut ties with Sparboe. To add insult to injury, MFA filed a complaint with the U.S. Federal Trade Commission for Sparboe’s false and misleading claims about its animal care standards.     
6. Stop Animal Exploitation Now released a comprehensive report on the use of non-human primates in federally regulated animal testing labs in October. The report, based on USDA documentation, included the little-known “exemptions” to welfare laws that mean animals can be deprived of enrichment, food, and water; that permit severe confinement; that deny anesthesia for procedures; and that even allow cages to go weeks without cleaning. Although this story did not receive nearly enough attention from news media, SAEN’s research into the issue was validated when in December the National Institutes of Health announced that it would temporarily stop funding chimpanzee research, and Harvard University’s primate lab was found committing five violations of the Animal Welfare Act.    
7. Compassion Over Killing announced a class-action lawsuit on behalf of consumers alleging a price-fixing scheme by dairy industry trade groups representing 70 percent of the market. The suit relies on the common practice of “dairy herd retirement” in which cows are killed, thus reducing dairy supplies and inflating prices. This is another story that received little major media attention, and we hope that developments in the case will allow it to come into the spotlight in 2012.    
8. HSUS announced it would end state-based campaigns for egg-laying hens in favor of working with agribusiness trade group United Egg Producers, and UEP agreed to dump battery cages in 18 years and replace them with “enriched colony cages” featuring tiny perches and plastic strips for nesting. The agreement struck a blow to animal rights organizations such as United Poultry Concerns, the leading advocacy group for hens, who said “Unfortunately, victories for organizations do not necessarily translate into victory for animals, and this is how we view the current deal. We dissent from the view that HSUS’s agreement with United Egg Producers is ‘a step in the right direction.’ We will continue to educate our members and the public to understand that the only true way to animal welfare – to animals faring well – lies in eliminating the demand for animal products in favor of vegan food.”     
9. The 11-minute video “Farm to Fridge,” narrated by actor James Cromwell, hit with a bang in Spring 2011. The compilation of footage included pigs, egg-laying hens, chickens, turkeys, dairy cows, beef cows, and fish. It was a wake-up call for omnivores all over the world, and was viewed online by millions. Mercy For Animals also sponsored a 42-city, 12,000-mile tour where “Farm to Fridge” was shown on giant TV screens on a specially designed truck that parked in conspicuous areas like shopping and dining districts. The tour earned massive press coverage in each city, from TV news to college papers and everything in between. The success of the tour and of “Farm to Fridge” has inspired numerous “pay per view” events where people are offered a few dollars to watch a video about where their food comes from.     
10. Humane Research Council released its research report Humane Trends, after compiling years of data across 25 different categories to evaluate the status of animal protection in the U.S. Although not a top public or media story by any means, the information, like all HRC’s work, is illuminating and of value to activists. Incidentally, the U.S. received a score of 34 out of a possible 100 for its treatment of animals based on data on companion animals, farm animals, wildlife, and animals used in science and entertainment. HRC also released an illuminating report on all USDA food recalls of animal products from 2006-2010 that should be of great interest to food safety advocates.     
Evolotus was proud to play a role in earning media coverage for clients such as Mercy For Animals, Animal Defenders International, Beagle Freedom Project and Fur-Free West Hollywood in 2011.