GUIDES & TOOLKITS
Explore our free research-backed toolkits and guides for animal advocates
Image: Ana Palacios / We Animals Media
Explore Our Communication Guides
Communications Toolkit
Published March 2025
This toolkit pulls together the latest insights from our public opinion and message-testing research; motivational, cognitive and social psychology; and our in-depth analysis of other campaigns and movements.
Understanding Our Audiences
Published March 2025
There is no ‘one’ audience we can communicate with. Everyone is at a different point of their journey, in terms of their empathy towards other animals, their attitudes and beliefs, and their behaviours.
Where people are in their journey affects which communication strategies will be most effective. This guide explores the psychological needs of our audiences, stages of change and more…
Messaging Guide
Published August 2023
This Messaging guide includes an introduction to narrative, a detailed outline of the persuasive narratives we uncovered via our research along with examples of them already in use by the movement, information on how to flip society’s dominant harmful narratives, and a detailed framework on crafting effective messaging.
Research Report
Published August 2023
An outline of each study that led us to our persuasive narratives and the evidence behind them.
Can changing the narrative about fellow animals help us win their freedom?
Published March 2023
This report takes a focused look at our first large-scale message-testing study that investigated different message frames and narratives.
How does the public understand 'vegan' and 'veganism'?
Published February 2023
Using corpus linguistic research, we studied how vegans, vegan diets and veganism in general are being discussed in public discourse.
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Dive Into Our Methodological Reports…
Our methodological reports go into greater detail about our research approaches and analyses…
