evolotus

Top 10 Animal Rights News Stories of 2011

2012-01-13T20:52:00.000-08:00

Can you stand another year-end list?

Below are whatwe believe were the ten biggest news stories of 2011 for animal rightsinitiatives. While some of these generated massive amounts of ink and airtime,a few were important stories that flew under the radar. A few have importanceto the animal rights community, while others are more notable for their impacton the animal-eating/using/wearing public.

(Yes, we knowthat top 10 lists are generally in “countdown” form from tenth place to firstplace. However, we’ve started with number one, in case readers get bored beforethey get to the end.)

1. Mercy ForAnimals’ undercoverinvestigation into E6 Cattle Co. in Hart, Texas, received so much press andpublic attention it actually impacted the market price of cattle futures. Oneof the nation’s best investigators gained employment at E6, where he observedand recorded workers bashing in the skulls of calves with hammers and pickaxes,among other horrors. (The facility specializes in raising female calves untilthey are old enough to be impregnated and turned into milk machines.) TheAmerican Veterinary Medical Association, not known for opposing agribusiness,even issued a statement condemning E6’s behavior. For a short time, theundercover video was banned by YouTube – a bad PR move on their part – andnews of the ban reached the sizable audience of consumer tech websites, so thevideo received even more views. For many Americans, watching this footage wasthe 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 ofonly a handful in the world. This small independent city, surrounded on allsides by Los Angeles like Vatican City is by Rome, voted in September to ban the sale of furapparel after a time interval to allow retailers to phase out inventory. “Fur Free WeHo” received national mediaattention. Although largely a symbolic gesture in terms of its impact onfur-bearing animals, the legislation drafted will serve as a model for othercommunities. Similar campaigns are already underway.

3. Congressintroduced the TravelingExotic Animal Protection Act (TEAPA), now HR 3359, which would effectivelyshut down traveling circuses such as Ringling Bros. in the U.S. Animal Defenders International ledthe charge after successful circus bans in other countries, with assistancefrom experts from the Performing Animal Welfare Society, exotic animalveterinarian Dr. Mel Richardson, philanthropist Bob Barker, andactress/activist Jorja Fox, all of whom testified before Capitol Hill staffersin early November. The announcement of the bill received huge media coverageand offered a platform for ADI to discuss the ethics of animal circuses.

4. Beagle Freedom Project’s rescueof 40 beagles from an animal testing laboratory in Spain (soon joined by threemore) was the third rescue by the group. Coverage on NBC Nightly News withBrian Williams two nights in a row, as well as the Today Show, catapulted thegroup to national and international attention. In the process, people worldwidelearned for the first time about the horrors of animal testing, and weremotivated 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 theinterest in the rescue.

5. Anotherinvestigation by Mercy For Animals into SparboeEgg, 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 inhistory when the fast-food chain, and several other major retail customers, cutties 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 itsanimal care standards.

6. Stop AnimalExploitation Now released a comprehensivereport on the use of non-human primates in federally regulated animaltesting labs in October. The report, based on USDA documentation, included thelittle-known “exemptions” to welfare laws that mean animals can be deprived ofenrichment, food, and water; that permit severe confinement; that denyanesthesia for procedures; and that even allow cages to go weeks withoutcleaning. Although this story did not receive nearly enough attention from newsmedia, SAEN’s research into the issue was validated when in December theNational Institutes of Health announced that it would temporarily stop fundingchimpanzee research, and Harvard University’s primate lab was found committingfive violations of the Animal Welfare Act.

7. Compassion Over Killing announced a class-action lawsuiton behalf of consumers alleging a price-fixing scheme by dairy industrytrade groups representing 70 percent of the market. The suit relies on thecommon practice of “dairy herd retirement” in which cows are killed, thusreducing dairy supplies and inflating prices. This is another story thatreceived little major media attention, and we hope that developments in thecase will allow it to come into the spotlight in 2012.

8. HSUSannounced it would end state-based campaigns for egg-laying hens in favor ofworking with agribusiness trade group United Egg Producers, and UEP agreed todump battery cages in 18 years and replace them with “enriched colony cages”featuring tiny perches and plastic strips for nesting. The agreement struck ablow to animal rights organizations such as UnitedPoultry Concerns, the leading advocacy group for hens, who said“Unfortunately, victories for organizations do not necessarily translate into victoryfor animals, and this is how we view the current deal. We dissent from the viewthat HSUS’s agreement with United Egg Producers is ‘a step in the rightdirection.’ We will continue to educate our members and the public tounderstand that the only true way to animal welfare – to animals faring well – lies in eliminating the demand foranimal products in favor of vegan food.”

9. The11-minute video “Farm to Fridge,” narrated by actor James Cromwell, hit with abang 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 foromnivores all over the world, and was viewed online by millions. Mercy ForAnimals also sponsored a 42-city,12,000-mile tour where “Farm to Fridge” was shown on giant TV screens on aspecially designed truck that parked in conspicuous areas like shopping anddining districts. The tour earned massive press coverage in each city, from TVnews to college papers and everything in between. The success of the tour andof “Farm to Fridge” has inspired numerous “pay per view” events where peopleare offered a few dollars to watch a video about where their food comes from.

10. HumaneResearch Council released its research report Humane Trends, after compiling years ofdata across 25 different categories to evaluate the status of animal protectionin the U.S. Although not a top public or media story by any means, theinformation, like all HRC’s work, is illuminating and of value toactivists. Incidentally, the U.S. received a score of 34 out of a possible 100for its treatment of animals based on data on companion animals, farm animals,wildlife, and animals used in science and entertainment. HRC also released anilluminating report on all USDA food recalls of animal products from2006-2010 that should be of great interest to food safety advocates.

Evolotuswas proud to play a role in earning media coverage for clients such as MercyFor Animals, Animal Defenders International, Beagle Freedom Project andFur-Free West Hollywood in 2011.

ADI, Bob Barker, Jorja Fox launch circus bill

2011-11-03T12:15:00.000-07:00

Although we've kept it quiet until recently, we've been honored to work on federal legislation to stop animal circuses with the team from Animal Defenders International (ADI), the Performing Animal Welfare Society (PAWS), legendary philanthropist Bob Barker, and "CSI" star and activist Jorja Fox.

Yesterday in a news conference on Capitol Hill, Rep. Jim Moran (D-Va.) announced the bill, known as the Traveling Exotic Animal Protection Act (TEAPA). More than 35 media outlets attended the event. Below are highlights of the editorial coverage.

We feel a special responsibility not only to animals, but to other activists, to see this bill become law. We know people who have poured their time and resources into raising awareness about the cruelty and exploitation of the circus; we know people who have put themselves in enormous danger working undercover in circuses to document exactly how wild animals are forced to perform. We know people who have grown so jaded by the animal rights movement that circuses are one of the only issues - or the only issue - they remain passionate about.

You can follow this campaign, take action, and find out more at the Break the Chain website or Facebook page.

Time Magazine
Los Angeles Times
Washington Post
Washington Examiner
Los Angeles Daily News
Huffington Post
Politico
CNN
NBC
Fox News
Mother Jones
Local ABC News

Here is an outstanding photo from the press conference:

Here is a short video of some of Bob Barker's remarks.

Bob Barker addresses Congress from Animal Defenders on Vimeo.

And here is the video ADI showed to media and congressional staffers:

ADI: Congressional Video from Animal Defenders on Vimeo.

Not a bad day at the office

2011-10-11T18:47:00.000-07:00

Picked up three magazines at the health food store, and found our client, the film Yogawoman, in two out of three. Only one cover, though (still from the film):

PR drives mobile donations

2011-09-22T12:11:00.000-07:00

A new study on mobile giving reveals that of respondents who have made a text-to-give donation, 68 percent were inspired to donate by a television or radio news mention.

"Perhaps the most important observation based on these numbers, charities must support their text‑to‑give campaigns with cross-channel marketing activities that include television, radio, print media, events, and viral, word-of-mouth promotions," says the article on Nonprofit Technology Network's website here. "These activities drive greater response to a charity's call to action to donate."

While the rules applying to text-to-give campaigns are prohibitive for smaller organizations, there are still several ways to implement mobile strategies, according to our colleagues at Mobile Matters, a firm specializing in mobile fundraising for health and animal protection nonprofits. If your organization cannot receive texted donations, you can still create a mobile campaign, build a database of supporters' mobile phone numbers, send action alerts, send petitions and polls, and ask for phoned-in credit card pledges.

We look forward to any opportunity to work on projects that combine media/PR outreach with mobile campaigns. People are receptive to mobile giving, and forward-thinking nonprofits need to consider how they can combine it with their current PR strategies.

BUST magazine review of Yogawoman

2011-09-21T18:25:00.000-07:00

BUST is a magazine that offers "an uncensored view on the female experience and tells the truth about women's lives and presents a female perspective on pop culture."

This review by writer Casey Krosser includes some wonderful quotes: "the most joyful documentary I’ve ever seen," "the film radiates such positive energy, you can’t help but be moved," and "In the film, many of the yoga teachers discussed how yoga can unite communities, and it seems like this film could also do just that."

See the review here.

Newsletter worth getting: ACC&D

2011-09-13T23:06:00.000-07:00

The Alliance for Contraceptives in Cats & Dogs has some interesting news about a new permanent non-surgical sterilant for male dogs. This alternative to neutering, if successful, will save time and money, and allow shelters and rescue groups to sterilize more animals and prevent more unwanted animals. The manufacturer plans to begin training in November and the product is expected to be available in February.

For the complete newsletter click here. To learn more about ACC&D see www.acc-d.org.

At War with the Internets

2011-09-10T19:30:00.000-07:00

When a nonprofit client gets a sizable donation, or a for-profit client gets a sizable sales order, I try to ask how the donor or buyer heard about the client. Very rarely do I get a clear answer. If I’m lucky the answer is “they saw it on the news.” If I’m unlucky it’s “on the internet” or more recently, “on Facebook.”

The ongoing search for publicity involves legitimate mass media outlets – newspapers, magazines, websites, television, radio – as well as content generated by individuals. Individually generated content today includes bloggers, tweeters, podcasters, tumblrs, flickrs, and no doubt by the time you read this, another Next Big Web Thing.

A great deal of public-generated content is a result of news media content. Bloggers see something in the news they want to share with the world. Their analysis or commentary about what they’ve seen gives added value to their followers, and many blogs are collections of re-posted content the blogger found interesting and relevant. But without that initial media hit, there would be nothing for the blogger to analyze or curate. Of course we include influential bloggers in our PR outreach, and the lines between blog and online publication are blurrier than ever. However, this type of content-inspired-by-content is one of the more obvious hallmarks of a blog. (With rare exceptions, a media outlet does not consider coverage in another media outlet to be newsworthy.)

Social media content similarly derives from news media. People frequently share magazine articles and broadcast news clips with their social networks. In a campaign earlier this year, one article about our client was shared more than 1,200 times on Facebook alone. Rather than posting the client’s website with the comment “check out this great org,” people posted and reposted the link to the article itself. PR generated the article; individuals shared it with others on their social sites.

My war with the internets comes from the confusion these content trails can create. When a donor tells my client they heard about the organization “on Facebook” or “on the internet,” there’s no way of tracking what they may have seen and whether it came from PR efforts. It’s possible my client hears “on Facebook” and wonders whether their promotional dollars would be better spent on social media instead of a hardworking public relations agency. “I read about you on a blog” doesn’t say much either, and might cause a client to consider hiring a marketing intern to post spammy comments on blogs.

But if someone says “I heard about what you do on a blog that linked to a Time Magazine article,” or “my Facebook friend posted a story from her local TV news in Florida,” the content trail is identified.

There’s a mistaken belief that social and viral media success come from grassroots publicity, a small-d democratic internet. On the contrary, there’s a good chance that grassroots effort isn’t real grass, it’s astroturf that is a result of strategic PR.

Newsletter worth getting: FARM

2011-09-08T20:51:00.000-07:00

Newsletter du jour: FARM

FARM (Farm Animal Rights Movement) is a national nonprofit founded over 20 years ago, working to end the use of animals for food through public education and grassroots activism.

In today's newsletter: World Farm Animal Day October 2, free copies of Farm to Fridge courtesy of Mercy for Animals, and an invitation for small nonprofits to submit proposals for a FARM Sabina Fund grant.

http://farmusa.org/Updates/2011-09.htm

Prevention magazine on Yogawoman

2011-09-07T09:52:00.000-07:00

The October issue of Prevention magazine (circulation just under 3 million) devoted a half page to the documentary Yogawoman:

KTLA News: Testing on Beagles Exposed

2011-07-14T16:38:00.000-07:00

Lu Parker reports on Beagle Freedom Project and animal testing:

Huffington Post on MFA's undercover investigation

2011-06-29T17:38:00.000-07:00

Thanks to Joe Satran for covering the Iowa Select investigation:

Iowa Select Farms Pig Abuse: Animal Rights Group Releases Gruesome Undercover Footage

Time Magazine on MFA's undercover investigation

2011-06-29T17:29:00.000-07:00

Time's Alexandra Silver covers MFA's Iowa Select investigation:

"Consumers watching the video can take little comfort from the idea that these are the doings of one bad company and that the meat produced there represents just an isolated part of the market."

and notably:

"In a nifty bit of moral jiu-jitsu, [company spokesman Howard Hill] also turns the blame back on the MFA investigator. Quoted in the company's official statement, he complains that, 'videotaping abuse instead of reporting it is indefensible.' In other words: Why didn't you stop us?"

For the story "Animal Cruelty: Could a Barbaric Pig-Handling Video Hurt Major Grocery Chains?" click here.

NBC Los Angeles: 2 Stories on Beagle Freedom Project

2011-06-10T18:01:00.000-07:00

Their site does not permit me to embed the video, but NBC Los Angeles aired a wonderful story on the rescue of nine laboratory beagles, which can be viewed and read here:

Laboratory Beagles Arrive for Adoption

The network took additional footage from the release, which is here:

Later, anchor Colleen Williams had founder Shannon Keith and Malcolm (whom we fostered) in her studio for her show. That clip is here:

Rescued Lab Dogs Looking for Love

KTLA News: Dogs Rescued from Research Lab Need New Homes

2011-06-08T22:23:00.000-07:00

Local reporter Mary Beth ("MB") McDade did a great job with her story on the release of nine beagles from a research lab. We particularly appreciated that this station showed the wonderful fosters who had waited so patiently!

KCAL Los Angeles on Beagle Freedom Project

2011-06-08T17:47:00.000-07:00

The local media has been incredibly supportive of our Beagle Freedom Project rescues. Here is just one of the four stations' stories:

Rescued Beagles Getting A New Leash On Life

KALW San Francisco: Do slaughterhouse videos influence you?

2011-05-31T17:34:00.000-07:00

Rose Aguilar, host of Your Call on San Francisco's NPR station KALW, had Nathan Runkle, executive director of Mercy For Animals, on her show along with Grist's Tom Laskawy.

"Do slaughterhouse videos change your opinion of how animals should be treated? On the next Your Call, we'll have a conversation about undercover investigations into how animals are slaughtered for food. Have you been influenced by amateur videos and how? Join us live at 10 or send us an email at feedback@yourcallradio.org. There have been efforts in many states to make these videos illegal. What do these videos reveal about how we treat animals? And should they be legislated? It's Your Call, with Rose Aguilar and you."

To listen to the show click here. For Tom's article on the subject click here.

‘Ag-gag’ bills face tough row to hoe

2011-05-27T17:17:00.000-07:00

Grist continues to be a friend to animals with Tom Laskawy's piece on the "ag gag" bills sweeping many states throughout the nation. If passed, undercover investigations such as those conducted by Mercy For Animals, which often expose crimes against animals, would themselves be criminal acts and the cycle of concealment would be continued.

‘Ag-gag’ bills face tough row to hoe

A few days after this article was published, Tom was kind enough to appear with MFA's executive director Nathan Runkle on San Francisco's NPR station KALW on the show Your Call with Rose Aguilar. That show is available in the archive here.

Grist's Tom Philpott: "animal abuse is rampant"

2011-04-20T17:04:00.000-07:00

Grist's Tom Philpott covers the E6 Cattle investigation by Mercy For Animals in Meat Wagon: Undercover video shows sick calves getting brains bashed in with pickax, and more:

"There's no reason to assume this operation is any kind of outlier...To employ a fashionable cliché, animal abuse is a feature, not a bug, of factory farming."

It's very gratifying that Grist, which covers environmental news, is putting more effort into exposing animal abuse in the food system. Animal advocates need to speak frankly to this audience about the impact of their food choices.

Wall Street Journal: Mercy For Animals investigation impacts price of cattle futures

2011-04-20T13:51:00.000-07:00

Lester Aldrich of the Wall Street Journal covered the abuse at E6 Cattle company in Hart, Texas:

"The video, which has been posted to the internet, pressured live-cattle futures on the Chicago Mercantile Exchange. Traders were concerned its graphic nature would cause a pullback in consumer demand for beef.

"The video helped to push June futures down 1.3% to $1.1565 a pound after the contract hit a two-week high earlier in the trading day"

Texas Sheriff Investigates Animal-Cruelty Video Rattling Cattle Market

It is ironic that the impact was credited to a predicted reduction in demand for beef, since E6 is a facility that raises dairy cattle. Perhaps the analysts don't think the consumer knows the difference between dairy cows and beef cows?

Later, we learned that it's probable this market dip resulted in fewer calves being born into lives of misery on factory farms - another MFA victory, albeit a much quieter one.

Houston Press on Mercy For Animals "Farm to Fridge" tour

2011-03-25T10:46:00.000-07:00

Animal-Mutilation Film Screens Tonight Near Rice U.
"Just in case the online version of Farm to Fridge - The Truth Behind Meat Production wasn't enough for you, go check out the animal-abuse document[ary] on giant screens tonight."

Coverage like this helped draw crowds to the video events held on busy streets, shopping and dining districts, exposing thousands of people to the truth about where their food comes from.

CBS Los Angeles on Mercy For Animals "Farm to Fridge" tour

2011-03-10T22:04:00.000-08:00

Many thanks to CBS 2 weekend anchor and reporter Rob Schmitt and the whole crew for this fantastic story on MFA's "Farm to Fridge" tour.

Animal Rights Group Sets Up Big Screen TVs To Shock And Awe Meat Eaters

Thanks as well for all the comments and shares, which tell the media that stories like these are appreciated.

Andrew Sullivan's Daily Dish/The Atlantic

2011-01-24T09:55:00.000-08:00

Beagle Habilitation

Andrew Sullivan is a beagle lover. Who knew? I suppose his caricature gives him away.

Kia Scherr and Barack Obama in Mumbai

2010-11-09T10:22:00.000-08:00

Kia Scherr, president of One Life Alliance, was frequently invited on national cable news to tell her story. On the first anniversary of the death of her husband and daughter, Kia met with President and Mrs. Obama in Mumbai, India. Needless to say this was major news in the U.S. and in India.

Visiting Mumbai terrorist attack site brings comfort

Washington Post on One Life Alliance

2010-11-06T00:59:00.000-07:00

The Washington Post has always been good to us, and they are a pleasure to work with. Here, Emily Wax covers One Life Alliance and its mission to spread peace.

Va. mother and wife of Mumbai victims seeks to help children in conflict areas

Veg News Press Pass: Skin Trade premiere

2010-06-16T21:55:00.000-07:00

"If you are not yet fur free, please watch this film through to the end. If the scenes of what's happening in present day China don't move you, it's time for a heart transplant."

Veg News Press Pass

Los Angeles Times on "Skin Trade"

2010-06-11T06:06:00.000-07:00

Anti-fur documentary "Skin Trade" debuts with celebrity support in Westwood
Los Angeles Times "All the Rage"

Natural Dog Training in Dog Fancy magazine

2009-11-01T09:44:00.000-08:00

Dog Fancy is read by almost 250,000 dog lovers. Here they feature the Natural Dog Training DVD along with pet care products.

Santa Barbara Independent on Natural Dog Training

2009-09-04T09:52:00.000-07:00

Pet columnist Lisa Acho Remorenko calls Natural Dog Training "an excellent way for the average dog to learn basic obedience at home, without having to hire a professional trainer."

Pet Chat

Coconut Bliss #1 on Vegetarian Times' "Veg 25"

2009-01-01T11:15:00.000-08:00

Technically we don't know if we were listed as number one because we knocked the editors' socks off, or because we were lucky, but it's quite a coup for a non-dairy product to rank on this list. Based on praise like this, we're going with "knocked their socks off:"

"We've tried many tasty soy- and rice-based vegan ice creams, but Luna & Larry's Coconut Bliss blew us away...Creamy, decadent, and oh-so-satisfying, it might be the best vegan dessert on the market right now."

Green News, Whole Foods magazine

2008-11-22T16:28:00.000-08:00

Whole Foods magazine is distributed to retail health natural food stores and suppliers. Their coverage includes films that would be worthwhile to carry in store.

Coconut Bliss hits newspaper food sections nationwide

2008-07-23T11:25:00.000-07:00

As part of the phased rollout of Coconut Bliss, which took the product from the Pacific Northwest to the entire U.S., we worked with local food editors throughout the country to alert them that the product would soon be available in their area. As food editors are rarely vegan, a vegan product really needs to stand out, and have a good story, in order to even be considered.

This was a nice write-up from the Southern California's Desert Sun, a midsized newspaper serving Palm Springs and the surrounding communities.

"Blissfully good...It's as creamy as premium high-fat content ice creams, but doesn't leave you with that coated-tongue taste from the fat."

Seventeen magazine: How to Meditate

2008-06-01T16:44:00.000-07:00

Seventeen magazine included Evolotus client Max Simon's wise advice for teenagers (and everyone):

Coconut Bliss in Fancy Foods magazine

2008-06-01T11:45:00.000-07:00

Reaching out to influential food trade publications is a must for getting high-quality vegan foods into mainstream groceries. Fancy Foods covers the upscale, gourmet market.

Reader's Digest on Raw for 30 Days/Simply Raw

2008-02-01T16:35:00.000-08:00

Reader's Digest magazine included the film "Raw for 30 Days," now called "Simply Raw," in a story on raw food diets for health and recovery from diabetes.