Are our messages as persuasive as we think? by Animal Think Tank

We’re testing the UK’s most commonly used animal freedom messages to see how people respond

Does the animal freedom movement need to get a sense of humour? by Animal Think Tank

And should we be looking to engage people more than educate them?

Where power lies in industrial farming – and how we can shift it by Animal Think Tank

A strategic analysis of industrial farming of animals in the UK – and how the animal freedom movement can use it to drive change

How three movements rewrote the rules – and what it means for animal freedom by Animal Think Tank

Swipe-worthy narrative tactics inside…

Swap harmful terms for truthful ones – mini guide and examples inside… by Animal Think Tank

Free download: everyday swaps that can help shift public thinking about animal issues

What we learnt from public opinion research with people who have animal companions vs people who don’t by Animal Think Tank

Our insights map the journey toward supporting animal freedom and show how to build messages that move people forward by meeting them where they are.

Framing wins + strategic lessons | May–June Narrative Newsletter by Animal Think Tank

Hope-based messaging, interspecies AI & new communication guides inside…

How visual stories of animal freedom make messages more persuasive by Animal Think Tank

A closer look at the research: Why does combining images of the ‘dream’ and the ‘nightmare’ work?

Is our movement too focused on the ‘nightmare’ rather than the ‘dream’? by Animal Think Tank

A look at how our communications can shift the narrative from welfare to freedom…

Narrative Change Newsletter // March-April 2025 by Animal Think Tank

Our bi-monthly summary of research, ideas and insights about changing the narrative for animal freedom…

Is our messaging meeting the psychological needs of our audiences? by Animal Think Tank

Through focus groups and message-testing, we’ve found there are three core needs to fulfil for a message to be more persuasive…

What can we learn from Big Animal Ag’s narrative strategy? by Animal Think Tank

While don’t have the industry’s resources, we can learn from their playbook to build our movement’s narrative power…