the save movement strategy 2018 2023

Transcript

1 The Save Movement’s Strategic Plan (2018–2023) t h S a v e M o v e m e n t w a s i n t h e p r o c e s s o f c o m p l T e i n g t h e i r S t r a t e g i c P l a n ( 2 0 1 8 – 2 0 2 3 ) a t t h e e t i m e o f t h i s r e v i e w . Vision We aim to create a nonviolent, vegan, healthy world that is just to all animals (including nonhuman and human animals) and help address catastrophic climate change through a reforested and rewilded planet. Mission The Save Movement’s mission is to change the cultural norm so that everyone recognizes their moral duty to bear witness to suffering and exploited animals, that is, to not look away but to come closer, as close as they can, and try to help them. Our aim is to bear witness to every animal going to slaughter and to hold vigils at every slaughterhouse around the world. We run educational, corporate and policy campaigns on animal rights, climate change, and health. We use a love-based, community organizing approach, drawing on the philosophy and practices of Tolstoy, Gandhi, Cesar Chavez, Lois Gibb, and other community organizers. Values Ethical: The Save Movement is an ethical movement that promotes the idea that we all ● have a moral duty to bear witness and be animal activists. ● Respect: We believe all animals are persons, not property. ● Love-based: We use a love-based approach to community organizing, one where we “return love for hate.” Non-judgmental: We believe ignorance is a major barrier to animal equality and we see ● education and bearing witness as key to breaking the disconnect. Compassionate: We are an animal rights, vegan movement that shows compassion to ● animals in the present to help the animal and to awaken the world to their suffering and their rights. ● Truth: The Save Movement aims to show the reality of animal exploitation and suffering using footage captured by activists. ● Democracy: We believe in a grassroots, decentralized structures with political and economic autonomy for the local Save chapters. ● Diversity: Representation and empowerment are key values in our grassroots, democratic movement. ● Community: Our aim is to build community through inclusive, grassroots organizing and a rich assortment of social events and services (e.g., potlucks and healing workshops).

2 ● Unity: We aim to promote unity through forming alliances with other animal rights, social justice, and environmental groups. The Growth of The Save Movement The Save Movement has been growing exponentially since its inception in 2010. Bearing witness as communities at vigils is a powerful, universal idea. It is a highly accessible and easily replicable practice. This can explain the rapid growth of the movement. We aim to continue and expand on this trend moving forward. Within a year we are aiming to have 1,000 chapters, and in five years we aim to have tens of thousands of chapters, created through organic growth, organizing drives, and social media expansion and campaigns. Our main approach to organizing drives is through creating organizing tours in which one or more organizer travel from city to city. In each city, the organizers hold an activist workshop and then a vigil, and recruit local activists to organize a new Save chapter and engage in other forms of activism. We also regularly post graphics on our Instagram, Facebook, and Twitter accounts encouraging followers to set up a Save group in their community. We plan to utilize our social media network of 400-plus groups to facilitate our growth strategy. It’s an evolving strategy and we are constantly adjusting our approach depending on what’s most successful. Our criteria are ethics, effectiveness, efficiency, and value for investment. Objectives Save Movement 2018–2023 Objectives and Measurable Milestones 2019 2020 2021 2022 2023 1 To continue to 20,000 10,000 5,000 groups 3,000 1,500 groups groups grow the worldwide groups worldwide groups worldwide leading to 3m movement worldwide worldwide 10m people 250,000 1m globally by 6m establishing new individuals bearing groups at every witness slaughterhouse around the world

3 TBD 2 A total TBD (several TBD (several To increase our Several (several billion) billion) hundreds of billion worldwide social media reach and millions of billion) interactions mass media coverage in overall on social media bringing a larger and 1 million global community together to bear likes on FB pages and witness to the 500,000 suffering of animals followers on IG Mass media coverage: 10,000 media hits Celebrity endorsements: recruit A-listers to attend and promote Save vigils 3 Together with Expanding To have direct Working Mobilizing Launch a with other other groups, impact on tens of corporate our groups to thousands of lobbying campaign to investigations, corporate legislators to end Save groups write to and state corporate lobbying in strategies, and subsidies to in coalition restaurant ban fur sales and meat, animal with other additional legislation for chains to animal rights securing animal agriculture increase dairy and egg jurisdictions and and social vegan options products in rights and work on their menus on the Vegan introduce select cities justice groups and states World 2026 climate to embark on vegan project major solution reforestation, rewilding, and sanctuary expansion Global: To increase the Global: Global: 4 Global: Global: diversity of our Local: Goal: fundraising Local: launch Local: Goal: Local: Goal: Local: Goal: $50 million (if $20 million $3 million fundraising sources locally $7.5 million and globally (if 10,000 (if 3,000 training for all on average (if 5,000 groups raised each group groups groups on the chapters. raised on average average raised on Expand average regular and raised $2,500) $1,500 each) one-time

4 donors and $2,000 $1,000 organize new each) each) fundraising events. Meet with large donors and Foundation for funding support for organizing drives and other campaigns. Goal: raise $750,000 Create local Working with To establish and Creating 5 Improve on Coalitions working on environmental, our regional movement climate continue to networks. vegan centers for reforestation, improve upon our labour, and other groups zones Expand Save hubs rewilding and love-based, sanctuary on climate grassroots, including recruitment (similar to vegan non-hierarchical, expansion environment meat-free approaches to al, student, zones) advocacy democratic include labour, decision-making campaigns coalitions for models directed at vigil women’s, attendance, and corporation and religious anti-CAFO groups. initiatives, and governments climate vegan campaigns Strategies and Tactics for Meeting Objectives Objective 1: ​ ​ To continue to grow the movement globally by establishing new groups at every slaughterhouse around the world Current Practices and Plans Bearing Witness Love-Based Community Organizing

5 Strategies and Tactics Yearly Growth Target Costs Resources needed 2018 2018 Guidelines, Organizing Drives $125,000 25 tour months creating 3 materials, and groups per month = 75 training for Recruitment Strategy groups 2019 The Save Movement recruits new 2019 250 tour months creating 3 members who want to bear witness Fundraising to $750,000 to suffering animals, helps establish groups per month = 750 support set-up costs for new new chapters around the world, groups and 2020 2020 and provides models for vigils, 400 tour months creating 3 outreach, campaigns, and ongoing support $2 million groups per month = 1,200 educational activities to effectively to existing group achieve our mission and vision. The to encourage innovation and 2021 Save Movement also works with 2021 $3 million other groups including vegan ensure groups 600 tour months creating creating 3 groups per maintain a strong activists, communities impacted by animal agriculture and other forms month = 1,800 presence through of animal exploitation (e.g. those frequent, regular living near animal agriculture 2022 vigils and other 2022 facilities) and those suffering the actions. 1200 tour months creating $6 million 3 groups per month = effects of catastrophic climate 3,600 change, of which animal agriculture is the single most responsible 2023 2023 industry for greenhouse gas 2400 tour months creating emissions, and those impacted by $12 million 3 groups per month = unhealthy dietary practices. 7,200 l o t - b u S : 1 4 , a S u b - T o t a l : 2 5 t g r o u p s 6 --- Country Save 2018 Strategy 2018 Local chapter/country Save $24,000 program 50 strategy by listing slaughterhouses tools ​ template: ​ 2019 and guides to 2019 and doing outreach to encourage mobilize existing 450 new groups to be established $24,000 country-specific X 10 group networks 2020 2020 to grow their group numbers 500 $24,000 x10 within each country, including 2021 2021 using tools such

6 $24,000 as national local 500 slaughterhouse x10 maps, national 2022 2022 events, $24,000 attendance at 1,000 national festivals x 20 or workshops, networking 2023 2023 events, etc. $2,000 1,000 x20 Regional liaison committees - to S u b - t o : l a t o T t b u S a l : 3 , 5 0 0 g r o u p s ​ ​ 0 , help countries 0 0 , 4 0 7 1 $ grow through support Create a video team to build the Social Media directed towards new YouTube channel and produce group growth videos, including training videos on starting new Save chapters; expand social media teams; enlist people to engage with 2018 2018 comments on FB and IG; expand 50 $16,000 the team on 2019 2019 Twitter. 250 $24,000 X 7 2020 2020 300 $24,000 X 8 2021 300 2021 $24,000 X 9 2022 300 2022 2023 $24,000 300 X 10 2023

7 $24,000 x 14 o t a l : 1 , 5 0 0 g r o S p s u u b - t T u b - S o t a l A L T O T T T A L O Objective 2: ​ ​ To increase our worldwide social media reach in bringing a larger global community together to bear witness to the suffering of animals

8 Current Practices and Plans Social Media Social Media is a key tool used to maximize outreach and raise awareness of the message. We are 400+ groups around the world and each group is comprised of many activists and organizers (from ten to more than a thousand people) which gives us the opportunity to create a network that can share and make our content viral on social media. We plan on expanding exponentially the number of followers on Instagram, Facebook, and Twitter from 41,000, 120,000 and 3,400. The outreach of all the main Save Movement groups in the last year totalled hundreds of thousands of followers on Instagram. Marketing We have a Graphics Working Group and we are creating an advertising agency in-house in order to manage all of our communication needs. Creative leads, designers, copywriters, artists, and planners are some of the key positions helping us to develop new campaigns. We are developing a new Brand ID by rebranding the Save Movement logos, fonts and colour schemes. We are also considering changing our global name from The Save Movement to Animal Save Movement. Advertising We are developing several campaigns to promote veganism and activism. We are developing vegan and activism themed billboards, especially near slaughterhouses, to raise awareness of what is happening in city neighbourhoods and also to encourage others to join us and bear witness. Mass media We are developing a worldwide media strategy to garner global coverage of our Save Movement global actions and campaigns. Websites We are rebuilding our website. We are in the process of adding a World Slaughterhouse Map which will include hundreds of thousands of slaughterhouse facilities across the world. Bearing Witness Podcast In late 2018 we will be launching a global bearing witness podcast with the goal of making animal advocates more effective in tactics based upon the Save Movement’s love-based ethos, as well as bringing more people to activism overall.

9 Bear Witness documentary In 2019 we plan to release a documentary on the rise of the Save Movement. It’ll include the anatomy of a vigil and aims to eloquently instruct as well as entertain and move mainstream audiences. Translations The Save Movement plans to translate its website into multiple languages. The main Save brochure is currently available in English, German, and Spanish. We plan to translate all of our main brochures and Guidebooks into multiple languages. Strategies and Tactics Costs How / When to Plans Measure Social Media We are aiming to build our YouTube channel and plan Learn from research into social media best practices to work alongside several YouTubers and celebrities Empower local groups with social targeting teens with our message. media support, guidelines, and materials for new groups We plan to set up a global save social media and video working group and Establish a unified brand image and strengthen our mainstream naming convention for Saves media working group. globally We plan on expanding exponentially the number Our Social Media 2018 Working Group Exponential growth in followers of followers on Instagram, $24,000 Facebook, and Twitter will keep track 2019 each month from 41,000, 120,000, and 3,400 by producing quality $24,000 and viral content, the use We will develop an Annual Report of hashtags, cross-posting, 2020 targeting boosting, and $36,000 encouraging all groups to 2021 develop their own social $48,000 media. The Save Movement Instagram 2022 account has grown almost 300% in the last 12 $54,000 months. 2023 2018 $60,000

10 SM Instagram 60,000 SM FB SM Twitter 2019 SM Instagram 240,000 SM FB SM Twitter 2020 SM Instagram 500,000 SM FB SM Twitter 2021 SM Instagram 1,000,000 SM FB SM Twitter 2022 SM Instagram 2,000,000 SM FB SM Twitter 2023 SM Instagram 3,500,000 SM FB SM Twitter 2018–2019 Volunteer time Translations Spanish, German, Hindi, Mandarin and Cantonese, Portuguese, Italian, and others Objective 3: ​ ​ To have direct impact on investigations and policy development for improving the lives of animals and leading to their ultimate liberation

11 Current Practices and Plans Research and investigations We are beginning to partner with animal welfare groups and legislators by documenting the horrific conditions of animals in long distance travel (Ecuador) and live export (Portugal, Slovenia, Croatia, Spain, France and Israel). Policy development We plan to work on policy and legislative initiatives with local, national, and regional bodies that promote veganism, bans on slaughter and Climate Vegan issues. Partnerships We plan to work with vegan outreach groups such as Veganuary and Challenge 22. We are developing a livestream media partnership with Jane Velez-Mitchell of Jane UnChained. Corporate campaigns We will develop strategic corporate partnerships by approaching leading food chains with a view to getting them to include vegan options on their menus. For example, in Canada in July 2018 close to 1,000 A & W restaurants began to offer Beyond Meat burgers, to date the largest customer for Beyond Meat. We plan to write to and meet with Hero Burger, McDonald’s, KFC, Wendy’s, Tim Horton’s, Starbucks, Second Cup, and other companies. We are going to put together a Guidebook on Corporate Campaigns for The Save Movement. We will also partner with Jane Velez-Mitchell, who along with Compassion Over Killing, has already had success with petitioning Starbucks to add more vegan options. Climate vegan We aim to introduce climate vegan campaigns throughout our Save network. We currently have a climate vegan Facebook, Instagram and Twitter account with 5,449 page likes, 3,654 Instagram followers, and 8,881 Twitter followers, as well as a website; www.climatevegan.org. Plans Costs Strategies and Tactics How / When to Measure We plan to start a Save Vigils and Other Actions Working Group, Save Strategic Corporate Working Group, and Save Port Animal Save—Stop Live Export Climate Vegan Working campaign Group.

12 Documenting the conditions that animals are transported and Port Animal Save Creating Port Save arrive at the ports where they will be exported from by sea in Groups in every port where live animals are journeys that can take up to 14 days exported from to Middle Eastern and Northern Investigating export companies (country of origin of animals) African countries. To hold vigils at the ports and size/importance, how they source animals for export, and at the places where the animals are gathered trucking companies used in each country, where the pre-export. animals are gathered Make this trade and the animals victim of the pre-export, which export trade more visible to the companies use which ships, which export companies export public through social media and the media. where, and how often they export. Sharing intel between welfare and abolitionist groups Officializing complaints whenever there’s a breach on animal rights to the responsible authorities and the government Always relating the end of the trade to the adoption of a vegan lifestyle Objective 4: ​ ​ To increase the diversity of our fundraising sources both locally and globally

13 Current Practices and Plans Fundraising Goals The Save Movement account (based in Canada) focuses on start-up funds and advertising campaigns (newspaper, public transit and billboards) which have a crowdsourcing and matching funds component. Given the emphasis on building the Save Movement, an additional central point will be organizing drives including organizing tours to create new Save chapters city by city. We want to develop the monthly donor initiative for The Save Movement. We plan to create a U.S.-registered charity for the Save Movement. It’ll allow for U.S. donors to get tax receipts for their donations (have their donations be tax-deductible). We encourage local chapters to engage in major fundraising to build their groups, and have special events like all-day and five-day vigils with special guests and workshops. Plans Costs Strategies and Tactics How / When to Measure Objective 5: ​ ​ To establish and continue to improve upon our grassroots, non-hierarchical, and democratic decision-making models for our growing movement

14 Current Practices and Plans Training We are developing a series of in-person and online training for activists and organizers in order to build the capacity of our movement leaders. Governance goals We want to improve the strength of existing Save chapters through the creation of committees of regional and country liaisons. Roles of regional liaisons We aim to continue to introduce new global days and weeks of action, such as world Save Day and Wake up World Week, where each vigil attendee brings a non vegan or inactive vegan to a vigil. Data collection A 2015 faunalytics study on The Save Movement called “The Save Movement and Social Media,” ​ T h e S a v e M o v e m e n t h a s b e e n reported that “ b l e t o s u c c e s s f u l l y f o s t e r a n a w a r e n e s s o n s o c i a l a m e d i a a b o u t t h e i n d i v i d u a l i t y a n d p l i g h t o f a n i m a l s r a i s e d f o r f o o d ​ ” (see: https://faunalytics.org/the-save-movement-and-social-media/) We want to continue with data collection from the vigils, activists, outreach, etc. to help us identify strengths and weaknesses in order to be as effective as possible. How / When to Strategies and Tactics Plans Costs Measure We hope to offer Trainings In Development trainings at We are working with an Starting a SAVE Group various levels to Tactics + Logistics people within our experienced social justice trainer to develop training materials and Safety movement: we professionalize the existing 10–15 have developed a Building a Chapter Building your base topics over the next year. The train-the-trainers series for people topics range from activist Documentation: recruitment to emotional resilience Photography who are traveling from city to city on and other factors required for the Documentation: Video Traditional/ Print Media organizing drives. successful expansion and strength of the SAVE movement. With this Social Media Trauma and Self Care curriculum, we hope to train Campaign Training Organizing Drives: Starting 15–20 core New Chapters organizers

15 working across Current Topics the world. Open Rescue We are also Debunking Myths developing Organizing a Vigil modules for Love Based Community seeding, Organizing strengthening and Others expanding the work of chapter leaders and members on the ground across the world. With this curriculum, we hope to train [X] new people engaged by the SAVE movement. We are developing a broad based political education curriculum to engage new members. With this curriculum, we hope to train [X] new people engaged by The SAVE Movement in person and online. Situational Analysis (SWOT) Strengths Weaknesses Maintaining levels of organizing from The power of an ethical idea: bearing witness and our love-based volunteers worldwide Internal Factors community organizing approach.

16 The ethics, passion, and dedication The traumatizing nature of the work of bearing witness leading to activist of our organizers and activists burnout over the course of years Our nonhierarchical, democratic The dangerous nature of the work is structure facilitates unity and not just psychological but also discourages infighting. physical. There is a need to have More global actions, vastly strong safety agreements in place at expanded social media reach and each site. mass media coverage Opportunities Threats The scale and urgency of the Collaboration with other groups problem. The danger of catastrophic External within and across movements. climate change. An ad campaign by Factors the animal ag industry to discredit More celebrity endorsement and vegan activism activism State and corporate collaboration, police cooperation and collaboration, school initiatives which will facilitate our work People Development Plan The Save Movement’s strategic assessment of its needs and growth potential of the members, volunteers, board, drive organisers, and regional and local liaisons Area of Needed Outcome/Deadline Time and Training Financial Cost Development

17 Establish regional liaisons where Save Movement group numbers exceed [X] Overall Budget Plan and Operating Costs The Save Movement’s strategic assessment of its needs and growth potential of the members, volunteers, board, drive organisers, and regional and local liaisons Costs Risks/Issues Income Objective Objective 1 Objective 2 Objective 3 Objective 4 Objective 5 12 Month Action Plan: Easy View Collation of all actions for next 12 months, to be able to see the resources needed, impact and relations across actions for different objectives. Begin and Resources (time, Action Related Objective End Dates cost, team member)

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