Russ MeadGeneral Counsel Farm Sanctuary

How the media changes the face of animal cruelty

We are one

“The greatness of a nation can be judged by the way its animals are treated”

Mohandas Gandhi

Why you need the Media

• No media = no prosecution

• Media raises money for animal care

• Media brings in volunteers to help

• Media educates the public on the larger issues

No Media = No prosecution

Animal crimes are low priority

Crimes that the public cares about get attention

It takes money to save animals and push for prosecution

You need money for:

Animal care

Medical treatment

Develop evidence

Volunteers

The media brings in volunteers

With community support officials are more willing to step in

Education

Educate that this is unacceptable

Educate to report cruelty when the public sees it

Educate on the mental illness aspects of animal cruelty

Educate on “the link”

The TV trucks are rolling

Making the “pitch”

• Start with the local press• Call them• E-Mail photos• Have a written description

of the cruelty

Story Basics

• Stories have beginnings, middles, and ends

• So do animal cruelty media stories

• Think past, present and future

The story

Victim

Perpetrator

Good Samaritan

Victim

Victim

Victim

Shows cruel confinementin a way that is not too graphic

Voiceless victim

This could be the perfect cruelty photo

The perpetrator

Perpetrator

From Pet abuse.com

Good Samaritan

To the rescue

Good Samaritan

Everything relates to everything

• Stories often have a current event tie

• Starving cows – stock market decline

• Michael Vick protest - Racism in America

Tell the story from the animal’s perspective

The animal is not abandoned. The animal is left to find whatever food she could.

The animal is not without shelter, she is standing in the cold.

The animal was not in need of medical attention, she had open festering sores.

Sound Bites

• “In this case, somebody dumped these calves like somebody would dump an old couch in a ravine in the middle of the night,” said Russ Mead General Counsel of Farm Sanctuary

• "They've basically put down a welcome mat for the worst kind of farming practices in existence,“ said Gene Bauer, founder and President of Farm Sanctuary

Control the message

Only tell the media what you want to see in print or quoted on TV

This is not without risk

• You are entering a fight

• You can be sued

• Not everyone will be on your side

All this is worth it!

Farley

Harry

Aileen

Marlene

Thanks!

Russ Mead General Counsel Farm SanctuaryHow the media changes the face of animal cruelty