1st Edition
Fighting for Farmed Animals Campaigning on the Shoulders of Giants
About the Editor
List of Contributors
Foreword
By Sharon Núñez
Preface
By Amy Odene
PART ONE
THE BEGINNING
1 How Unlikely Allies Are Driving Change
By Katie Arth
2 Daring to Confront Power: The Origins of Sinergia Animal
By Carolina Galvani
3 Frustration into Action: Building Change for Animals
By Paweł Rawicki
4 Inverted Reflection in the Lake: Movements Go with Changes
By Wu Hung
5 Stay on the Path: The Key to Lasting Activism
By Aaron Ross
PART TWO
THE POWER OF THE UNDERDOG
6 The Lens of Resistance: The 45-Second Video that Shook the World
By Abigail Penny
7 The Case of the No. 1 Egg Producer in France
By Léo Le Ster
8 From a Megaphone to a Movement
By Ellie Ponders
9 Breaking the Death Taboo: An Unpleasant but Pragmatic Intervention
By Míriam Martínez Macipe
10 The Canadian Powerplay: How Industry Backlash Became My Strategic Compass
By P.J. Nyman
PART THREE
THE MONUMENTAL WINS
11 A Few Years to Make Austria Cage-Free
By Martin Balluch
12 Inside Prop 12 and the Decades-Long Battle against Factory Farming
By Josh Balk
13 Driving Exploding Broiler Chickens out of Dutch Supermarkets
By Anne Hilhorst
14 When Animals Win—without Legislation
By Nathalie Söderström
15 Disrupting the “Necessary Evil”: How We Ended Beak Searing in Germany
By Mahi Klosterhalfen
PART FOUR
THE STRATEGIES
16 When Compassion Meets Commerce
By Jayasimha Nuggehalli
17 The Good, the Bad, and the Fair Cop
By Thorbjørn “Toby” Schiønning
18 In the Land of “Ringi” and “COMMITMENT”: Realising Cage-Free within Japan’s Unique Context
By Maho Uehara-Cavalier
19 Contextualising Corporate Animal Welfare in Africa: Experiences from Ghana
By Daniel Abiliba
20 Building a Unified Grassroots Movement for Pressure Campaigns
By Chrystine Liptrot
21 Show No Fear, Show No Guilt: Applying POW Wisdom to Activism
By Gabrielė Vaitkevičiūtė
PART FIVE
THE INDIVIDUALS
22 Activism, Resistance, and Systemic Change in Latin America
By Dulce Ramírez
23 Failure Is Not an Option
By Connor Jackson
24 The Power of Collaboration
By Katrīna Krīgere
25 The Question that Stayed with Me
By Jesse Marks
Index
Biography
Amy has worked in the non-profit sector for over 15 years and specifically within animal advocacy for nearly a decade. Amy has spent the majority of her time in the animal welfare field capacity building through co-founding a research organisation, Animal Ask, and a marketing agency, User-Friendly, and now sits as Co-Founder and Managing Director of Campaigns Lab where Amy uses her experience to train advocates in effective campaign strategy.
Amy has previously worked as Campaigns Manager for ProVeg UK, Global Corporate Relations at The Humane League and co-hosted the animal advocacy podcast, How I Learned to Love Shrimp until her exit in 2025. Amy is a board member of Animal Charity Evaluators (ACE) and on the advisory board for the Vegan and Animal Rights Conference in the UK.
"This book offers something rare: clear-eyed reflections from people who have taken on some of the largest and most entrenched forces in global business, and won. These essays combine hard-earned strategic insight with the emotional reality of long-term activism. I’ve worked alongside many of the campaigners featured in this volume, and this book captures what their work actually feels like: uncertain, difficult, and at times transformative.
Farmed Animal Advocacy will inspire new advocates, sharpen experienced campaigners, and give readers a grounded sense of what effective activism looks like in practice. It is an important contribution to the history and future of the farmed animal movement."
David Coman-Hidy, Founder of The Humane League and now President of The Navigation Fund
"An inspiring set of essays by many of our movement's most effective and innovative campaigners. Recommended reading for anyone who wants to learn from the greats on how to best help animals."
Lewis Bollard, Managing Director, Farmed Animal Welfare at Coefficient Giving
"The advocates in this book have changed laws, shifted markets, and challenged some of the most powerful industries on earth - often with tiny teams, no budget, and no guarantee of success. I encourage anyone who cares about animals to read their stories, learn from their mistakes and be inspired by their victories."
Kirsty Henderson, President, Anima International
