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Lucy's avatar

Great insights from a well-researched and important campaign. I think the point about reframing it as a societal issue rather than a consumer choice is powerful. What wording would you suggest in place of 'vegan' and 'rights'?

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Animal Think Tank's avatar

Thank you for your thoughtful comment! In place of 'vegan' and 'rights' we would suggest 'animal lover' and 'freedom'. This is because animal lover is already a salient aspirational identity and we see freedom as a value, whereas rights is more abstract for people and doesn't have the same relatability or emotional resonance.

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