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in loving memory of Edith

One day on a bike ride in Chicago, I stumbled upon a store with a big sign over it that read, “Fresh Local Live Poultry,” and I stopped in to have a look. What I discovered inside would change me forever, and bolster my resolve by leaps and bounds. I can only describe it as a manmade hell on earth where filth, chaos and suffering co-existed on a level I had never imagined. I im-mediately knew I had to document the experience. I told the proprietor that I was someone who might be interested in starting up my own market and wondered if I could have a look around and snap a few photos. He agreed. I let the video camera on my Iphone roll as I walked through the back room.

The pretty young red hen in the photo above was one of the few chickens at the live poultry market that day who still had the life spark, a glimmer of hope in her eyes. I realized she had been watching me intently only after I played back the video; I was so deeply ashamed during my visit that I could not bring myself to make eye contact with any of the birds. As I played back the video, I wondered how long she had languished in this filthy cage,

crowded with other sad and sickly birds, watching other chickens being slaughtered in front of her eyes.

Just a few days later, I was alerted to another situation where a chicken had been discovered in a trash bag outside of another live poultry market. The timing was uncanny! I made arrangements that day to pick up the chicken from the young man who had found her and named her Edith (pictured above). Edith was a lovely, angelic-looking, genetically-engineered “meat” bird just weeks old. Like most “broiler” birds, she had already reached adult size, but was still chirping like a baby chick. I’ll never forget Edith’s very first con-tact with the earth. Though she had known nothing but a cage up until that moment, her ancestral memory was strong, as it is in all chickens. As soon as her feet touched the earth, Edith knew just what to do, and proceeded to enjoy the most luxurious dust bath I’ve ever had the privilege to observe.

Waking up

Free from Harm Case For support 1

from Founder and Director Robert Grillo

Bearing witness to these animals, seeing their suffering and privation firsthand and attempting to imagine my way into their experiences, from their per-spective — all of this has been foundational to my shift in consciousness. And this shift has propelled me beyond someone who claims to care about animals, to someone who acts on their behalf. That’s where Free from Harm comes in.

Once I realized how instrumental the act of witnessing had been in activating my own empathy, I set out to understand how I could best elicit compassionate ac-tion for animals in others. I relied on my 19 years of experience as a marketing and design professional, as well as on mentors in the fields of social change and psychology for inspiration and direc-tion. The pressing question I continually asked myself, and still ask today, is: how can I most effectively reach the largest and most receptive audience for Free from Harm’s message? And the answer continues to be online grassroots outreach. The results of our ef-forts, which I will explain in more detail later, continue to inspire us to follow this strategy.

Waking up

Free from Harm Case For support 2

some HistoryFree from Harm began as a website in 2009. Its

founder, Robert Grillo, launched the site with the intention of compiling resources, links and

news about sustainable food choices. This effort soon mushroomed into a website that houses over 600 news and editorial posts, with new content published daily. The FFH website offers a highly visual and multimedia experience with many compelling photo and video galleries. Daily articles include a wide range of

interviews, personal transformation sto-ries, investigative eyewitness reports, and

popular news and culture entries from the FFH perspective.

In 2011, we began hosting a monthly movie night and a series of talks on vegan and animal rights subjects.

One such event featured world renowned author and speaker, Dr. Melanie Joy. Another more recent development in our work has been the rescue and rehoming of individual animals. We’ve found that telling the stories of these individuals has emerged as a power-ful way to spark people’s interest in our cause.

Free from Harm seeks to transform society’s attitudes about violence and

oppression by leveraging the most power-ful advocacy tool we have: our forks.

continued

First, let’s consider a key statistic that most of us have never given any thought to: 99% of our harm to animals is attributable to our food choices. The attitude that regards animals as simply resources is part of the same worldview that sees our environment, and even certain groups of people, as resources to be exploited. At the same time, justice and equality are cardinal values in most cultures around the world.

Every day we have the opportunity to live our values through our food choic-es. If we value kindness over violence, if we value being compassionate over causing unnecessary harm, then veganism is the only consistent expression of our values. The easiest and most effective action we can take to relieve animal suffering doesn’t require us to vote on legislation, attend protests or even write letters to the editor. We can simply vote with our forks.

The choice to leave animals off our plates has other enormous advantages.

Our health. In 2009, the American Dietetic Association — the oldest and largest organization of nutrition professionals on the planet — published the findings from their 10 year meta-analysis of diet and disease, in which they concluded that a vegan diet is appropriate for people during all stages

of life, including infancy and pregnancy. At the same time, the consump-tion of meat, dairy and eggs is consistently linked to the leading causes of death in the U.S. and globally, with more diet-related diseases than com-municable now killing humans worldwide. The fact is, we can get all of our essential nutrients from plants and fortified plant foods. And if we can live healthy lives without harming anyone, why wouldn’t we?

The environment. Animal agriculture is the single greatest human-caused source of greenhouse gases, land use, and land degradation; the number one source of freshwater pollu-tion, and the leading driver of rainforest destruction. It is also

Why Care?a major cause of air pollution, habitat loss and species extinction, and is a highly inefficient use of limited natural resources. The United Nations has called for a global shift to a vegan diet as the most effective way to combat climate change, world hunger, and ecological devastation.

World hunger. Of the planet’s nearly 7 billion humans, roughly 1 billion people are malnourished and 6 million children starve to death every year. Feeding half the world’s grain crop to farmed animals is not only a grossly inefficient use of protein,

but requires far more natural resources than cultivating plant foods for direct human consumption. Dependence on animal farming also imperils impover-ished communities where natural resources are already scarce, and commu-nities cannot afford to provide adequate food or water to animals.

Nonviolence. Social justice and equality can never be achieved in any society that systematically enslaves, ex-ploits and kills other beings for profit and pleasure. Violence breeds violence. As Tolstoy famously wrote, “Where there are

slaughterhouses, there will be battlefields.” By withdrawing our support from industries that violently exploit other animals, and by making choices that reflect our belief in compassion and mercy, we restore integrity to our values.

The Bottom Line. Most people care about animals and do not want to cause them unnecessary harm. But consuming meat, milk and eggs causes completely unnecessary harm to nearly 10 billion animals every year in the U.S. alone. Once we make the connection that farmed animals are individu-als with distinct personalities and emotions, just like our own cats and dogs, it is easy to see that they are just as deserving of life and love.

Free from Harm Case For support 3

online Grassroots outreachOur primary ongoing program is online grassroots outreach. We realized early on that our greatest potential to reach people would be via the FFH website and its social media touchpoints on Facebook, YouTube and Twitter. New articles are posted daily on the FFH website and shared on our Facebook page of over 10,000 fans and growing (at a rate of 1,000 to 1,500 per month). Facebook users also get a continuous feed of related content we share from other sources, including delicious recipes and breaking news. Our YouTube channel contains both original FFH material as well as that from related sources.

Our goal in online grassroots outreach is to excel as a leader in the publication of high quality content that educates and inspires positive change for animals. We’ve developed a growing community of esteemed contributing writers and journalists, including Melanie Joy, Zoe Weil, Gary Francione, James McWilliams, Marc Bekoff, Ashley Capps, and Beth Levine. With over 650 pages to the site, we’ve also made great strides in organizing content by subject categories to make it easy for users to find what they’re looking for in just a few clicks.

Chicken rescue, education and advocacyOur second major program is chicken rescue, watchdog, education and advocacy. We believe it is vitally important for people to connect with living, happy animals who have been rescued from commercial farm-ing. Seeing these animals in a sanctuary environment allows people to understand the animals’ true natures and to observe them as individu-

als who lead rich and complex lives, when permitted to thrive. In short, witnessing animals in a sanctuary setting “re-sensitizes” and “reprograms” our minds. In the process, we rediscover the wonder and empathy we had for animals as children, before we were taught not to care.

Why chickens, specifically? Chickens represent 99% of all animals used for food in the U.S. — 40 billion per year worldwide — so our focus on chickens is intended to help the greatest number of animals. Through the rescue of individual chickens, we are able to document our firsthand experiences of discovery, fostering, medical treatment, special care, adop-tion and rehoming of each bird. Most of our chickens are rescued from poultry markets and kill shelters in the Chicago metropolitan area.

Our Virtual Sanctuary Experience We also offer a “virtual sanctuary experi-ence” to our online community. We’re taught to think of animals raised for food—if we think of them at all—as an abstract category, “farm animals”: the nameless, faceless herds and flocks whose generic characteristics are merely recycled through an endless stream of undifferentiated bodies. By personalizing each rescued bird as a unique and complex individual, we break down harmful stereotypes and awaken empathy. Our storytelling, photos and videos provide an intimate glimpse into each individual bird’s personality, as well as the horrors of the egg and chicken meat industries. Many people will never have an opportunity to visit a sanctuary in person. The “virtual visit” is the next best thing to being there, providing a powerful way for potentially millions of people to reconnect with animals.

Our programs

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photo: Robert Grillo

speaking engagement series Our third program is FFH founder Robert Grillo’s Speaking Series. Two of the more popular talks in this series are entitled, “Overcoming Objections to a Vegan Diet” and “The Accidental Chicken Keeper.”

The Accidental Chicken Keeper In Grillo’s own words: “Raising chickens has been my pathway to becoming a very different kind of person than I used to be. Aside from the obvious pleasure I get from raising these birds, the experience has enriched me personally, transforming my thinking about all animals (including the human ones), and broad-ening my perspective on the problems faced by animals in today’s commodity-driven world. I think many others like me are also ready for this kind of life-changing, care-giving experience. Though it may seem strange, chickens can help us become more self-aware, empathic and empowered as individuals.

Through an evening of stories, photos and videos, I share a personal snap-shot of this experience.”

Overcoming Objections to a Vegan Diet Addressing the most common objections to a vegan diet is a critically important part of vegan and animal advocacy. We all find ourselves in situations where we are regularly asked to explain and/or defend the choice to live vegan. How often do we walk away from one of these encounters disappointed in the outcome, wish-ing we had said something else? With limited time and energy, when and how do we most effectively engage ourselves? Free from Harm’s 3-step

approach focuses on refining our communication and advocacy skills; gaining a better understanding of the objections we face; and applying those new skills to more persuasive

dialogue, writing and advocacy. This hands-on workshops help us sharp-en our skills though lively discussion and interactive role-playing.

Our Speaking Engagements are followed by Q & A sessions and typically offer drinks, refreshments and vegan product samplings. Our future plans are to record the live talks to video and make the video available to our online community. Again, we’re committed to providing the “virtual experi-ence” as much as possible, so that those who can’t be present can still benefit from the work we do.

Movie NightsFree from Harm hosts informal movie nights to screen important films and inspirational talks on animal rights-related issues, including the impact of animal agriculture on the environment and human health, as well as the connections between the animal rights movement and other forms of social justice. Our movie nights have featured such films as Peaceable Kingdom: The Journey Home, Vegucated, To Your Health and presentations by Dr. Michael Greger, Dr. Richard Oppenlander, Colleen Patrick-Goudreau, Dr. Melanie Joy and Jo-Anne McArthur.

Our programs

Free from Harm Case For support 5

Robert Grillo at Chicago VeganMania 2012

Melanie Joy PhD, a featured speaker at Free from Harm’s Spring 2013 event

In this section, we offer both a qualitative and quantitative perspective on the results of our work from the last couple of years. In May, 2013 the Free from Harm website reached a record number of page views, just short of 1,000,000. As exciting as this is, we realize that our overall online presence (website and social media touchpoints combined) hasn’t yet reached the potential audience we are targeting. According to a Vegetarian Resource Group study, the vegan population in the U.S. alone is around 6 million, while the flexitarian population, sympathetic to the vegan cause on some level, is estimated at one third of the total U.S. population, or around 100 million. We can reach a greater percentage of these people with more financial support.

Free from Harm regularly receives feedback from individuals who explain how they have benefited from our programs. These testimonials come from people across the globe, and at many different stages on their path toward greater health, emotional growth, and animal advocacy. The following is a sampling of some of that feedback, with key statistics that inspire us to forge ahead.

“As an animal writer, I was immediately drawn to the humane philosophy of Free from Harm and the work they do on behalf of innocent animals used for human consumption. Their founder, Robert Grillo, proved to me that he was an authority on the subject of living a vegan life and protecting innocent animals through his

news stories, programs and rescue of helpless farm animals who were treated cruelly by the agriculture industry.

I have used material from Free from Harm many times over the last several years as a resource for my animal welfare stories. The organization is always on the fore-front of the news and trends in the field. As a nonprofit organization, I believe Free from Harm will be able to enhance their work and achieve great accomplishments for a part of the animal world where so many atrocities are committed.”

— Sharon Seltzer, animal welfare writer

Our Outcomes

“I was introduced to Robert Grillo and Free From Harm in early June, 2012. I had been vegetarian for more than 10 years and be-lieved that was enough. After attending two FFH movie nights and hearing Grillo’s 10-minute talk on dairy, I corrected the story I was telling myself. That night changed me forever. I frequently refer

people interested in the science behind veganism to www.freefromharm.org as a reliable and evolving resource. Robert and FFH are a constant reminder for me of the commitment I made and the reasons this choice is so important.”

— Christine Weyant

“I hate to admit this, but I used to say ‘I eat chicken; they’re ugly.’ Thanks to this website [freefromharm.org], I have a new affection for chickens!”

— Amy Ahlers, a Facebook fan

Free from Harm Case For support 6

0

20,000

40,000

60,000

80,000

Website Traffic At-a-Glance: Visitors

858% increase in visitor traffic from May, 2011 to May, 2013

May 2011

May 2013

source: AwStat (awstats.sourceforge.net)

total visits unique visitors

6,834

65,472We’ve seen a growth from 6,834 total visists in May, 2011 to 65,472 in May, 2013.

“Free from Harm is a gem of the online world and I cannot recom-mend it highly enough. In the amazingly frequent updates, the authors analyze current events and personal experiences to shine the light of awareness on the hidden cruelty and brutality our seemingly innocent choices have on helpless others. In an attempt

to re-connect us with our innate compassion and empathy, FFH very effec-tively uses facts, logic and critical thinking to break through the disconnect and apathy...” “Judging from the comments, FFH has helped many people become aware of the critical importance of aligning our actions with our values and living the Golden Rule for all beings.”

— Mark Gilono

“I have learned a great deal from Free from Harm. I have been an animal, peace and environmental and equal rights advocate for nearly thirty-five years, and have worked with many people, so I welcome the refreshing quality, content and style of FFH’s material. My readers have expressed appreciation for it also. FFH

founder Robert Grillo’s peers have expressed their admiration of his efforts to me, and he is mentioned in many of the talks I have heard by speakers in his field. I am impressed by the diversity and the relevance of all that Robert writes, and... grateful for his sincerity and his tireless dedication to his cause.”

— Gia Campola, editor in chief of the Healthy and Humane Observer

Our Outcomes

“I have only recently come across the horrible, unimaginable situ-ations inside animals and birds slaughterhouses and become a vegetarian since then. God bless you! There is a feeling of relief and confidence for the future with people like you in the globe.”

— Alexandra Kanda, Athens, Greece

“Free From Harm has been an in-credibly valuable resource for me to learn more about the issues related to veganism.”

— Beth Levine, psychotherapist

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Website Traffic At-a-Glance: Page Views

1440% increase in page views from May, 2011 to May, 2013

May 2011

May 2013

source: AwStat (awstats.sourceforge.net)

975,690

We’ve seen a growth from 63,326 total visits in May, 2011 to 975,690 in May, 2013.

0

200000

400000

600000

800000

1000000

63,326

35% of inbound traffic from Facebook (from May, 2011 to May, 2013, approximately)

21% of inbound traffic from Google organic search (from May, 2011 to May, 2013, approximately)

some Key traffic sources

top 10 CouNtrIesMost site visitors reside in:

1. United States2. Canada 3. United Kingdom 4. Australia 5. Germany 6. India 7. France 8. Israel 9. Netherlands 10. New Zealand

Our Outcomes

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10,000 Facebook fans and growing (at a rate of 1,000 to 1,500 per month)

33,226 Facebook “People Talking About Page” for May, 2013*

8057 views,11,136 minutes YouTube video viewed (from May, 2011 to May, 2013)

*This figure represents all shares, likes, comments and tags.

some Key social Media Indicators

social Butterfly Indicators May, 2011 through May, 2013

Yesterday my nephew Gabriel and I met Edith and her new sisters. She is such a curious, gentle being, She couldn’t stop investigating G’s shoes and the buttons on his pant leg. She allowed me to hold her and caress her lovingly. She was thrown away like so much trash in a bag on the street until a compassionate human rescued her. It is hard for me to

imagine the depth of depravity some humans have toward other sentient beings.”

— Cynthia Xerogianes

Social Presence Cultivating a strong image bank is an important part of our social strategy. We reach out to farm sanctuaries and investigators, but also research farm industry journals and websites for photos that speak for themselves. For example, this image of a spiked weaning nose ring on a dairy calf, which we shared on Facebook, helped drive thou-sands of views to our FFH article on the practice.

source: Google Analytics

Free from Harm needs to raise $50,000 before the end of 2013 to rescue 20 to 30 more chickens, publish 210 more articles, videos and images, and promote our content to our target audience of millions of online users, through our social media touchpoints, organic search rankings, media syndication, link sharing, blog sharing and email. Here’s how those funds will be used:

Communications, publishing and Campaigns: $20,000

Free Press quarterly print and online newsletter •

Email newsletter campaigns•

Facebook like ad campaigns to generate more fans •(and thereby reach more people’s news feeds)

Facebook “pollination” campaigns (posting and •sharing daily content (images, links and text excerpts) on group and other pages, encouraging users to join our page and share our content)

Promoting FFH content to major media outlets •and blogs for syndication

Ongoing SEO (search engine optimization) and •SEM (Search Engine Marketing)

YouTube Channel video promotion•

Promotion of FFH work to the media (press re-•leases, appearances, networking)

financial Goalsanimal rescue and advocacy: $12,000

Medical: Exams, treatments, prescriptions, •hospitalization, urgent care

Transport •

Sanctuary supplies: housing, feed, equip-•ment, utilities

operations / administration: $10,000

Original website content development (work-•ing with writers, editors, photo researchers, proofers, etc.)

Website maintenance, updates, technical •support, hosting, and general administration

Video and photo production and research•

YouTube, Facebook, Twitter and other social •media account maintenance and updates

Office equipment, office supplies, printing, •postage, phone/fax/internet utilities

personnel and Contract Labor: $5,000

freelance writing, proofing and editing and •photo research

original photo and video production •

events and travel: $3000

Trade shows, conferences, speaking events

Free from Harm Case For support 9

40%

24%

20%

10%6%

40% Communications, publishing and Campaigns

24% animal rescue and advocacy

20% operations / administration

10% personnel and Contract Labor

6% events and travel

our 50,000 Goal for 2013

support OptionsFree from Harm relies entirely on donor support for both funding and outreach.

subscribe to the site and become a Facebook fan at •https://www.facebook.com/FreeFromHarm.

share links to our web content online, and share our •Facebook posts.

recommend articles or pages of the site to others •via email.

tell your favorite media outlets you want them to •cover Free from Harm news.

refer us to someone you know in the media who •might be interested in our work

Make a one-time donation or a monthly recurring do-•nation in any amount you prefer at freefromharm.org.

Inquire about volunteer opportunities to assist with •our programs via email at info@freefromharm.org.