> For the complete documentation index, see [llms.txt](https://handbook.proanimal.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://handbook.proanimal.org/~/changes/8OnlYlegnL56c3P2z9bM/for-organizers/style-guide/organizational-voice.md).

# 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.

### 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:** Publicly discuss 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 it’s this election or 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).

## Phraseology

| Do say                                                              | Don't say:                                |
| ------------------------------------------------------------------- | ----------------------------------------- |
| Animal-free or plant-based (food, diets)                            | Vegan                                     |
| 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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