Social change and activism is thriving in today’s society. The voices of the previously unheard minorities are soaring as organisations and every day individuals take to social media in hopes to create change.
From petitions on sites such as change.org , to viral videos such as Kony 2012 and the notable 2014 Ice Bucket Challenge to support sufferers of ALS, the way activists are using social media to their advantage is astounding.
As an animal lover, vegetarian and individual fully in support of a cruelty-free world, one campaign that stands out to me as both successful and memorable is the 2012 Make It Possible Campaign by Animals Australia. Some of you may already be familiar with it, whether that be through way of social media or seeing it broadcast on national television. Before I viewed this video myself (sent to me by a close friend who had been practising vegetarianism for quite some time), I was not familiar with just how inhuman animals were treated within our own country.
You see petitions online all the time, you even see activists gathering in the CBD or handing out flyers at university. Once you’re handed information, or have signed that petition, do you think anymore of it? Do you follow-up on its success or failure?
The Make It Possible Campaign remains active in my mind as not only an example of success in way of the change is created, but also because for me personally as it altered the way I viewed the world. Not only did I make the decision to remove all pork from my diet (and begin my journey as a vegetarian), I took action in regards to the dairy products bought by myself and my family and eliminated any product that had mistreated animals, such as opting for cage-free eggs.
The clip, that runs just over 11 minutes in duration, explains some of the horrors animals face in factory farms right in our own backyard. It features a (very cute) singing pig and further includes the support of prominent Australian figures taking a stand against animal cruelty.
In this feature produced by Animals Australia and accessible on their website, it is noted just how influential the campaign was. Major corporations such as Coles made a landmark decision to stop stocking shelves with eggs or pork products that came from suppliers who were mistreating animals. Even fast-food chains such as McDonald’s and Subway vowed to remove caged eggs from their menus. Just think about that for a moment. That’s a very big influence on a very dominant franchise.
It just goes to show how influential the role of social media is on the issues we encounter in our world today.
And if you have a spare 12 minutes, check out the clip. Perhaps you’ll make a change. Perhaps you’ve made that change already. Just a warning: it is quite confronting.
Thanks for reading!