Conduct two-way communication with animal and environmental protection organizations as stakeholders. This involves listening to and addressing the activists’ concerns...
Projects archive
![Choice of Language Choice of Language](https://animalsandmedia.org/wp-content/uploads/2018/06/Advertising10_McArthur.jpg)
Choice of Language
Use language that acknowledges that animals are sentient individuals not objects. Refer to them as “he/she/them” not “it,” “who” not...
![Animal Sexualization Animal Sexualization](https://animalsandmedia.org/wp-content/uploads/2018/06/Advertising9_McArthur.jpg)
Animal Sexualization
Avoid sexualizing animals or using them as symbolic stand-ins for human sexual attributes (ex: equating chicken breasts with human female...
![Gendered Messages Gendered Messages](https://animalsandmedia.org/wp-content/uploads/2018/06/Advertising8_McArthur.jpg)
Gendered Messages
Avoid gendered messages that associate idealized masculinity (culturally and biologically) with animal use or abuse (ex: meat-eating, hunting, domineering over...
![Endangered Species Endangered Species](https://animalsandmedia.org/wp-content/uploads/2018/06/Advertising7_McArthur.jpg)
Endangered Species
Be cautious about portraying endangered species, as studies have shown that audiences tend to get the impression that a species...
![Wild Animal Performers Wild Animal Performers](https://animalsandmedia.org/wp-content/uploads/2018/06/Advertising6_McArthur.jpg)
Wild Animal Performers
Avoid using wild animals (such as captive, trained animals) as performers, and instead use digital technology to represent them. Actors...
![Associative Traits Associative Traits](https://animalsandmedia.org/wp-content/uploads/2018/06/Advertising5_McArthur-1.jpg)
Associative Traits
If using nonhuman animals to associate a trait with a brand or product, consider the effect to the species in...
![Compassion Compassion](https://animalsandmedia.org/wp-content/uploads/2018/06/Advertising3_McArthur.jpg)
Compassion
Have human characters in advertisements model sustainability, responsibility, respectfulness, and
![Charitable Appeals Charitable Appeals](https://animalsandmedia.org/wp-content/uploads/2018/06/Advertising4_McArthur.jpg)
Charitable Appeals
In order to create a culture that identifies with helping others (including other species), try to incorporate charitable/altruistic appeals rather...