Narrative Sneak Peeks: How to Mobilise a Movement

Tips for Exciting and Engaging Core Supporters in the Animal Freedom Movement

Jul 18, 2024

An effective and powerful Animal Freedom movement will not exist without the tireless efforts of ordinary people getting involved in activism. Building the movement means motivating and equipping our core supporters (‘the base’), as well as shifting attitudes of those who are ambivalent (‘the moveable middle’). Many successful movements in the past have achieved this, and by analysing their mobilisation tactics, we can apply these lessons to our own movement’s efforts.

The narrative team at Animal Think Tank has been researching how different social movements – including vegan activism, the #istayathome campaign in Italy, and racial justice activism – effectively message to galvanise their supporters. In this article, we will discuss five key strategies identified from past campaigns that have been highly effective for movement mobilisation.

Animal Freedom supporters outside a courthouse (photographed by Ira Moon, We Animals Media)

1. Use narratives that activate a strong sense of loyalty

Loyalty is a moral foundation that underpins our sense of belonging and commitment to a community. It is the glue that binds individuals together, fostering trust, mutual support, and a shared sense of purpose. According to one study, narratives that emphasise social struggle, freedom of choice, and the duty to educate others can activate a strong sense of loyalty, enhancing the effectiveness of mobilisation efforts. They conducted an analysis of the narratives used in YouTube videos on veganism and found that a fundamental narrative for activating loyalty is the relationship between the idea of self-sacrifice for the greater collective and collective action. Communications expressing higher levels of the ‘loyalty moral foundation’ were significantly associated with increased collective action.

2. Connect with communities

Linked with the moral foundation of loyalty, connecting with communities is also central in fostering a sense of collective identity and action in the base. Our beliefs, habits, and who we are is ultimately shaped by the groups we belong to and how we relate to and differ from others. Messaging from group members can be particularly effective at persuading others within the group to support a movement cause. In the context of Black Lives Matter (BLM), one study found that White people rated messages from White speakers more positively and as less biased compared to messages from Black or anonymous speakers. This was associated with increased support for BLM, suggesting that messages of solidarity from inside group members avoid threatening the social identity of their peers and are therefore more persuasive.

When it comes to connecting with community, effective mobilisation messages should also clearly articulate “who ‘we’ are and what ‘we’ will and will not stand for”. Messages should use two types of moral framing: first, they should highlight moral violations that people can relate to their social movement identity. Second, they should mention the morality of this identity, emphasising that group members are trustworthy, reliable, sincere and ethical. A study tested this in the context of a student protest against budget cuts for higher education in the Netherlands. Among social science students, they found that communicating about violation of values made students more likely to see perceived injustice as a reason to identify with the cause. By articulating these aspects clearly, messages can effectively mobilise the base, ensuring that individuals understand who they are as a group and what they collectively stand against.

3. Utilise ‘conversion’ as a narrative to persuade others

Conversion narratives tell the personal journey stories of individuals, explaining ‘how and why I became involved in the movement’. These are ‘stories of becoming’ that speak to a series of moments or events that transform others. They juxtapose past and present selves to highlight personal transformation, offering alternatives to dominant cultural norms. When bundled together, a conversion narrative fosters shared knowledge, beliefs, behaviours and customs in a movement – what is also known as group ‘ideoculture’. They also serve to link the personal experiences of individuals to the larger, overarching stories that define the movement and its objectives. Conversion narratives can enhance individual commitment, strengthen collective identity, and motivate shared action.

A conversion narrative featured on Viva’s website

4. Be conscious of message framing

Our research has highlighted the critical importance of message framing – in other words, what you choose to say and how you choose to say it. For message framing to be effective, it should be generalisable and leave details deliberately vague. This approach helps a group develop shared beliefs more easily. However, research shows that one general message isn't enough to raise awareness effectively. A variety of different messages is needed. For example, in public health, Jeff Niederdeppe (et al.) found that advocates should tell diverse stories highlighting different causes of health disparities. Additionally, different messages work for different types of mobilisation. A hopeful and positive message, known as ‘optimistic-conventional alignment’, encourages people to share information. In contrast, a bold and attention-grabbing message, known as ‘alarmist-disruptive alignment’, is better at prompting people to take direct action. This further underscores the need for a diverse array of messages that interact to form a larger narrative of change. By understanding and utilising these varied message strategies, social movements can enhance their mobilisation efforts and drive more engagement from their base.

5. Use statistics alongside visual images and individual stories

Statistics and visual images can play a key role in mobilising people. The Italian government’s COVID-19 response used both symbolic cultural objects – such as balconies, the national anthem and the Italian flag – and emotional statistical data to sustain the #istayathome movement and highlight the pandemic’s severity. This helped to justify lockdowns and foster a sense of collective responsibility.

Social media posts using numbers to trigger emotional reactions in readers

Niederdeppe’s study has also shown that statistical information becomes especially compelling when combined with visual images or a single, relatable example. Drawing on existing communication science research, they reviewed three message framings that could be used to raise awareness of social determinants of health (SDH) and health disparities: message framing, narratives, and visual imagery. Their findings suggest that while people might overlook statistical data with multiple examples of individuals facing certain health or social conditions, pairing it with a single, relatable story can be highly influential. This tactic grounds abstract numbers in real experiences, making the data more emotional and urgent, and prompting collective action more effectively than either approach alone.

Conclusion & key takeaways

In conclusion, the findings from this piece of research on social movement theory and other movement successes provides valuable insights for mobilising the base in the Animal Freedom movement. Some key takeaways for messaging are:

Emphasise collective identity by clearly articulating a sense of who we are and what we stand for.

This can be achieved through journey stories that highlight the transformation of animal advocates, weaving individual stories into overarching narratives that define the movement and its objectives.
Initially, it may be beneficial to have messages delivered by dominant group members to enhance persuasiveness.

Utilise a variety of messages that work together and can be adapted for different types of mobilisation.

Simpler frames that leave details deliberately vague create room for shared understanding within the movement, fostering unity.
However, different types of mobilisation may require different framings: a hopeful and positive message may be better for disseminating information, while bold and attention-grabbing messages can inspire direct collective action.

Animal Think Tank is exploring narrative strategies to better engage our movement’s core supporters. By testing various messages and interviewing members of our movement’s base, we aim to strengthen the collective identity of the Animal Freedom movement. This research will ensure that we can effectively communicate who we are, what we stand for, and how we can work together to achieve Animal Freedom.