Comprehensive instructions for representing Pro-Animal Future, visually and verbally
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.
Green: #5AE200 White: #FFFFFF Black: #000000
Orange: #FF8E00 Blue: #00B9FF Yellow: #FFEB00 Gray: #ededed
Do use images or footage taken in the local area we’re running campaigns, when possible.
Sharing information and stories about factory farming inherently involves graphic imagery. When presenting actual photo/video images, however, PAF does not show gory imagery without the viewer opting in. Upsetting imagery without gore (e.g. showing confined conditions, but not slaughter or blood) can be shown without an opt-in but should be used sparingly so as not to degrade animals' dignity and further normalize extreme violence. A good rule of thumb is to use images the way you would if your own dog or child were the subject.
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.
We’re asking for big, transformative change, and we’re not shy about it.
Do: Confidently state that we are working to evolve away from factory farming, one step at a time.
Don't: Understate our objectives because you’re worried that they won’t be popular.
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.
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.
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. Even perceived losses can and should be reframed as wins.
Don’t: Dwell on the negative impacts of factory farming without providing an actionable solution.
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.
Don't: Judge, berate, or adopt an adversarial tone.
We're a movement of ordinary people, and everyone is welcome.
Do: Speak in simple, common language that can be easily understood by all. Speak in an inclusive, relatable way that resonates with a broad audience (e.g. using personal stories) to show that anyone who cares about animals is welcome in this movement.
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.
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 activists, and highlight the entire community that is behind these measures. Messaging should emphasize local volunteers, small-dollar donors, and the power of communities in shaping change.
Don't: Focus excessively on a few individual contributors, or use messaging that makes us seem like a big, corporate nonprofit rather than a local and people-powered movement. Avoid obvious indications of generative AI usage, such as em-dashes (—) or "it's not just X, it's Y."
We are a collective of local activists fighting to end factory farming in our communities.
Do: Have activists who live in the relevant region speak regarding their local campaigns, whenever possible. Use "we" when referring to voters, donors, or volunteers in any of the regions Pro-Animal Future works in. Lead with local statistics, endorsements, and stories, instead of relying on global or national ones.
Don't: Be shy about the connection between PAF chapters and the collective power we're building together.
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. Censor swear words with an asterisk.
Don't: Overuse slang, swear words, or exclamation marks. Publish anything implying that Pro-Animal Future is engaging in illegal activities such as vandalism (wheat paste is okay). Use swear words on thumbnails, image-based posts or carousels, link preview images, pinned posts, blogs, or press releases.
We focus on our core issue of animal protection, without alienating potential supporters with partisan messaging or taking a specific stance on controversial or divisive topics that are unrelated to our mission.
Do: Remain non-partisan with a tone of ‘if you’re pro-animal, you belong here.’ Use good judgment with when and where Pro-Animal Future apparel or signage is worn or displayed, knowing that photos and video can circulate widely and shape public perception.
Don’t: Display Pro-Animal Future's apparel, signage, or name in contexts that could appear to endorse divisive issues not directly related to animal freedom (such as immigration, gun policy, abortion, or other culture-war debates) or quasi-legal tactics (such as trespassing, open rescue, or disruptions).
"Cultivated meat will solve our problems."
“We’re pushing back against factory farming / industrial agriculture / mega-farms / the corporate meat industry.”
“We’re pushing back against animal agriculture / ranchers / farmers / the meat industry.”
“The corporate meat industry is bad”
“Meat is bad”
Animal protection, animal freedom, animal welfare
Animal rights, animal liberation
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 (on voter-facing content), vegans
Our mission is to evolve away from / phase out / end factory farming.
Our mission is to end the farming of animals for food.
"A pro-animal world is possible, thanks in part to new technology."
What is and is not appropriate for PAF's social media pages.
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 our campaign regions 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.
We also want to build excitement for our campaigns among activists across the country. PAF is a professional organization, but we can be playful and subversive on social media. We are terrifying the meat industry and want everyone to know about it.
Photos of activism, especially people 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
Animal rights news, shouting out specific groups or individuals responsible for success when applicable
Anything relating to animal rights and politics
In the plural first person (we/us)
Replies or “hearts” on all positive comments (be nice to trolls or ignore them)
Photos/videos of animals that create a positive emotional connection
Information about the harms of animal agriculture
Funny memes
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 content
Negativity (no doomerism, we want to remain hopeful)
Any animal products
Illegal, borderline illegal, or risky activism (i.e. no disruptions)
Content with too much swearing (keep it to one swear word per post max)