In this series, we’ll be analysing successful social movements and recent animal freedom campaigns from a narrative perspective. This month we're discussing the narrative strategy of Together for Yes.
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'?
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.
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'?
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.