Social Marketing

Research Investments and Market Structure in the Food Processing, Agricultural Input, and Biofuel Industries Worldwide

Carol L. Glasser — Thu, 19 Jan 2012 08:45:00 -0800

This report examines the amount of money that the private sector of the food, agricultural, and biofuel industries spend on research and development (R&D). From 1994-2007, R&D grew by about 4.3% in the food and agricultural industries, with animal breeding experiencing some of the largest growth.

How Readable Are Your Animal Advocacy Materials?

Carol L. Glasser — Tue, 17 Jan 2012 13:00:00 -0800

The most exciting project this new year, is the release of our latest study examining how easy it is for the average person to read and understand animal advocacy literature. Specifically, HRC partnered with VegFund and FARM to evaluate the readability of the most widely distributed vegan outreach pamphlets.

Readability of Vegan Outreach Literature

HRC Admin — Tue, 17 Jan 2012 08:45:00 -0800

To evaluate the readability of such materials in a more robust and transparent manner, the Humane Research Council (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.

Food Safety Eclipses Rising Food Costs as Top Food Story of 2011

Carol L. Glasser — Sun, 08 Jan 2012 08:45:00 -0800

This survey asked a representative sample of 1,000 U.S. adults to identify what they considered to be the most important food news in 2011. Stories about food safety and health were ranked at the top of the list. This suggests that animal advocates promoting vegetarianism will benefit from highlighting the food-safety risks caused by meat production. Notably, the survey also found that 14% of respondents plan to incorporate less meat into their diets in 2012.

Choosing Our Words Wisely

Carol L. Glasser — Tue, 03 Jan 2012 10:45:00 -0800

Using honest, direct and accurate language seems simple enough, but when working in the field of animal protection it is anything but. Many of the typical ways of talking about animal issues in the English language are inherently biased against animal interests. Common words and phrases mask animal abuse, reinforce human exceptionalism and dominance, and normalize animal exploitation.

Antibiotic Use in Food Animals: A Dialogue for a Common Purpose

Carol L. Glasser — Tue, 03 Jan 2012 08:45:00 -0800

This white paper is the summary of talks coming from a 2011 symposium addressing the use of antibiotics in animals raised for food. The symposium, sponsored by the pharmaceutical industry, had talks addressing possible human health risks associated with antibiotic use as well as consumer attitudes and concerns about the use of antibiotics. The paper also discusses how to communicate with consumers regarding this issue to assuage their concerns.

Making Superheroes out of Heroes

Che Green — Mon, 26 Dec 2011 22:17:29 -0800

2012 is nearly upon us, and everyone at the Humane Research Council would like to take a moment to thank our donors, volunteers, and clients, as well as everyone who uses our resources to help animals. With your support, in 2011 HRC made huge strides toward our mission of empowering animal advocates to use research to be more effective and help more animals.

Tied Oppressions: An Analysis of How Sexist Imagery Reinforces Speciesist Sentiment

Carol L. Glasser — Sun, 13 Nov 2011 07:45:00 -0800

This theoretical paper examines the role that sexually provocative advertisements have in animal rights marketing. The author argues that the imagery used in these advertisements is both sexist and reinforces the idea that other animals are inferior to humans.

What Do People Think of Animal Advocates?

Che Green — Tue, 08 Nov 2011 10:45:00 -0800

In 2004, HRC conducted a comprehensive research study for the National Council for Animal Protection (NCAP), a coalition of U.S. animal protection groups. The research involved multiple phases including a large survey supplemented by eight focus groups and fifteen individual interviews. The goals of the study were to understand public awareness and opinions of animal protection activities, including the perceived image, credibility, and effectiveness of the animal advocacy movement in the United States. Now, for the first time, the NCAP research is generally available (upon approval) to advocates and scholars.

Use of ‘‘Entertainment’’ Chimpanzees in Commercials Distorts Public Perception Regarding Their Conservation Status

Carol L. Glasser — Mon, 07 Nov 2011 07:45:00 -0800

Researchers investigated whether the way that chimpanzees are portrayed in the media effects the accuracy of people's knowledge about the species. They found that people's understanding of the animal is strongly influenced by the how the media depicts chimpanzees. Public service announcements about chimpanzee conservation increased accurate knowledge about the endangered status of the animal and their inability to be good pets, but commercials using chimpanzees as actors decreased understanding that these animals are endangered and increased the perception that they could be good pets.