We are building narrative power in the animal freedom movement
Narratives are the big ideas that shape how we see the world
Narratives influence what we believe, how we interpret events, and what feels right or wrong.
Think about how two news channels can report the same event yet reach completely different conclusions. That’s the power of narrative framing.
Narratives are everywhere
They are brought to life and reinforced by the stories we tell and the messages we communicate. They have the power to shape how we see other animals and humans’ relationship with them.
Stories like Babe, Okja and Charlotte’s Web are stories that depict pigs as intelligent, feeling individuals. Meanwhile, Jaws and Deep Blue Sea frame sharks as ruthless killers.
Messages like Someone Not Something frames other animals as individuals, while challenging how they’re commodified.
But we’re also surrounded by countless adverts that reinforce the narrative that eating animals is normal, necessary, natural and nice.
The narratives we tell can determine the world we create
Right now, dominant narratives keep other animals trapped as 'resources', 'pests', 'test subjects' and 'property'. But we can change this.
By overshadowing harmful narratives, reinforcing helpful narratives, and championing new ones, we can shift the narrative landscape over time.
At Animal Think Tank we believe that powerful, persuasive narratives, which resonate with people's existing shared values and identities, will help shift the cultural perception away from other animals as resources to them as individuals with personalities and interests, who deserve the freedom they long for.
Narrative change has accelerated every major freedom movement
Freedom to Marry achieved rapid success when they pivoted away from framing marriage equality in terms of ‘gay rights’ and ‘tax benefits’, and shifted to universal values of freedom, love and equality. This narrative reframing resonated emotionally across the political spectrum and with those who were conflicted about this issue, turning public opinion in favour of marriage equality in all 50 US states.
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Black Lives Matter was a powerful narrative brought to life through a movement’s viral slogan. It created both a recognition of historical oppression and a commitment to a future where Black people could thrive without fear – a narrative that sparked global solidarity.
Together for Yes shifted the narrative away from individual choice and rights – which polarised voters – toward collective care and compassion.
Rather than asking “Should abortion be legal?”, the narrative became “What kind of country do we want to be?” This reframing led to a landslide victory that repealed the Irish ban on abortion.
#MeToo gave visibility and voice to survivors of sexual violence, replacing the old narrative of ‘isolated victims’ with one of solidarity and empowerment.
History shows us: narrative change can lead to social change.
That’s why the narrative team at Animal Think Tank is researching the most effective narratives, frames and messages that can build public support for animal freedom – so our movement can write a new story together.
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