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

Typefaces

Pro-Animal Future uses two typefaces: Effra and Roboto.

Effra XBold is used for titles or very prominent headings. Otherwise, different weights of Roboto can be used for headings and body text.

Roboto is a widely (and freely) available Google font. Effra is a licensed font; if you need Effra files for a PAF project, contact your campaign lead.

Colors

Green: #5AE200 White: #FFFFFF Black: #000000

Orange: #FF8E00 Blue: #00B9FF Yellow: #FFEB00 Gray: #ededed

What We Post

Social media is a way for Pro-Animal Future to reach a unique audience. By posting regularly and replying to comments consistently on different platforms, we hope to inspire people in Denver to sign, talk about, and vote for our initiatives, inspire people in other jurisdictions to do similar work elsewhere, and inspire volunteers to join and keep coming out.

• Photos of petitioners in action, especially people in the act of signing petitions or groups of petitioners smiling and looking at the camera.

• Photos of community events, candid and posed

• Messages promoting getting involved in the campaign, showing up to particular events, or voting yes on our initiatives

• Occasional animal rights news, shouting out specific groups or individuals responsible for success when applicable.

• In the plural first person (we/us)

• Replies to all comments.

• Always include text along with any photo or event you post on Facebook or any link you share on Twitter.

• Photos of animals that create a positive emotional connection

What We Don’t Post

• Photos of people privately hanging out with each other or at an informal event that wasn’t open to the entire campaign (so that no one feels excluded or exposed)

• Anything relating to veganism or diet change

• Too many photos of any one individual

• Graphic photos