When it comes to raising awareness about animal abuse, activists and media professionals often face a conundrum. One of the most natural ways to educate people about puppy mills, for instance, is to expose them to the horrible conditions inside of one. And yet, many of those images are so disturbing that viewers simply look away. As A Voice for Lil Olive director Pete Schuermann puts it, “Most people will turn the channel and just block it out.”
That’s why it’s so important to embrace and support content that draws people in, and keeps them there long enough to get energized and inspired. Best Friends Animal Society, a national animal-rights leader, produces a great example in its “Pet store and puppy mills connection” video. In less than two minutes, it manages to explain the problem, tug at heartstrings, and leave viewers with one simple and inspiring action item.