Organizational Voice
How to make your messages sound consistent with Pro-Animal Future's style.
Messages from Pro-Animal Future should convey hope and gratitude. Hope that when American voters are asked about what kind of world we should create together, those voters will choose a kinder world for animals. Gratitude that when we give an empathetic ear to people’s hesitations about leaving animal farming behind, they respond with increased moral clarity. This is a movement of regular people just trying to make the future a bit brighter. If we can demonstrate through our choice of words that we’re welcoming everyone to be part of that brighter future, most people will join up.
Guiding Principles
Bold
We’re asking for big, transformative change, and we’re not shy about it.
Do: Confidently state that we are working to end the farming of animals, one step at a time.
Don't: Understate our objectives because you’re worried that they won’t be popular.
Progressive
We're boldly marching into a better future and not stuck in the past.
Do: Use language that emphasizes future possibilities, progress, evolution, and what's achievable.
Don't: Rely on arguments based on naturalism or other regressive values, such as claiming that veganism is the only "natural" way to eat.
Don’t: Use the word “progressive” explicitly or rely on it to get this point across.
Political
Our greatest power as individuals and as a movement will come when we act through the political process to change laws and force government action.
Do: Emphasize political action, collective efforts, and societal progress towards a shared goal.
Don't: Insist on veganism or individual ethical consumption as the solution.
Optimistic
We believe that the arc of the moral universe, with our help, bends towards justice. We’re fighting to win, whether in one election or towards our ultimate goal.
Do: Express a belief in positive change and the advancement of justice with our contribution.
Don’t: Dwell on the negative impacts of animal farming without providing an actionable solution.
Caring
We lead with empathy and listen first.
Do: Acknowledge that there will be some losses in the world we're trying to create while pointing towards the future we want. Recognize that meat is important to some people's cultures, then remind them that cultures naturally evolve over time.
Don't: Judge, berate, or adopt an adversarial tone.
Mainstream
We're a movement of ordinary people, and everyone is welcome.
Do: Speak in simple, common language that can be easily understood by all.
Don't: Position ourselves as radical outsiders or suggest that regular people are immoral or hypocritical. Also avoid using academic, philosophical, or activist-specific jargon.
Grassroots
We're a movement of voters, volunteers, and small donors. We fund ourselves so that we can build an independent movement.
Do: Speak as “we”, use photos of groups of canvassers, and highlight the entire community that is behind these measures.
Don't: Focus excessively on a few individual contributors. Avoid things that make us seem like a big corporate nonprofit from outside the state (we’re not).
Local
We are a collective of local organizations that started by activists who want to fight factory farming in their communities.
Do: Have activists from the relevant region speak for PAF regarding their local campaigns. Use "we" when talking about voters from our areas.
Don't: Be shy about the connection between PAF chapters and the collective power we're building together.
Professional
We take ourselves and our work seriously, and it shows. We leave people with the impression of a disciplined organization that operates like a well-oiled machine.
Do: Default to formal language; prefer images of well-groomed volunteers.
Don't: Don't use emoji in body text. Use slang sparingly, and be sure to use it correctly. Use exclamation marks moderately (i.e., not more than once per paragraph or short post).
Phraseology
Animal-free or plant-based (food, diets)
Vegan
"Whether you're vegetarian, vegan, or a meat-eater, we can all agree..."
"It's great to be around other vegans."
He/she/they (to refer to animals)
It (to refer to animals)
Voters, campaigners, community members, volunteers, canvassers
Activists, vegans
Close slaughterhouses
Ban slaughterhouses
"A pro-animal world is possible, thanks in part to new technology."
"Cultivated meat will solve our problems"
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