ABSTRACT
No matter where you live in the world, and no matter your culture or your personal opinions, you’ve probably come across more attempts to influence your behaviour than you realise in relation to animal welfare; methods of bringing about change, however, remain largely unknown. We cannot improve the welfare of animals without first changing human behaviour, given that humans are often the cause of animal suffering, and campaigning is important in enabling us to do this. Every animal issue is unique; the subjects might be the consumers of an animal product, or of animal entertainment or tourism, farmers, pet owners, or policy-makers to name just a few. Campaigning successfully involves a thorough understanding of factors including people’s cultures, beliefs, the environment, and context, to enable change. This chapter explores the different approaches to campaigns for animal welfare; first examining why campaigning is necessary, before moving on to consider what we can learn from historical welfare campaigns and from the application of human behaviour change science. Finally, we explore different approaches to advocacy campaigning, including legislation and policy change, awareness campaigns, motivation campaigns, and environmental change campaigns.
