“Vision without action is merely daydreaming” – these are the words of Nobel Peace Prize winner Nelson Mandela. Here, we would like to outline our vision and the strategy we pursue to make this vision a reality. So what’s the difference between our vision and our strategy? While our vision is all about long-term objectives, our strategy focuses on realising our objectives in the near future.
As defined in our mission statement, our long-term goal is to end factory farming and to promote the spread of the vegan lifestyle. We strive for a society in which animals are no longer exploited and in which life is truly revered.
But this vision can only become a reality step by step. Since long-term trends and developments are difficult to accurately predict, our strategy focuses on the next three – relatively easily predictable – years. We are constantly changing and refining our strategy in line with not only extraneous circumstances, but also our own opportunities and findings while never losing sight of our vision.
Strategy – the four pillars
Our strategy is based on four pillars that help us on the path towards realising our vision.
Companies – especially those operating in the food industry – have an enormous influence on the number of “farm animals” that are bred and the conditions they are kept in. To drive change in this area, our team launches campaigns aimed at getting companies to not only stop selling products that are the result of particularly cruel processes such as battery-cage eggs, foie gras and lobster meat, but also to extend and improve their vegan range of products.
Consumers, too, wield considerable power. To reach as many people as possible and successfully make them reconsider their choices, we launched the Pig Mobile Tour, the “Even if you like meat …” brochures and the Vegan Taste Week. Our endeavours in this area benefit from tremendous voluntary support through our local groups.
Working with Multipliers
The word “multipliers” refers primarily to the media and to politicians. We also include other highly influential persons and groups. Our press office provides journalists with important background information as well as the latest news and information concerning animal protection and animal rights. We assert our influence on the world of politics by organizing petitions, taking part in conferences and engaging in direct dialogue.
The launch of class action in several German federal states has opened up whole new opportunities and possibilities when it comes to animal protection. We leverage this potential by financing legal action which is something most groups in Germany can’t do due to financial constraints.
Strategy – the basis
We strengthen our four pillars as follows:
By highlighting alternatives
It’s one thing being able to identify problems, but it’s usually much more effective to develop and propose specific solutions. Our work in this area is very wide-ranging and encompasses everything from preparing a paper on ending the practice of debeaking laying hens and making specific proposals regarding the drafting of laws to the promotion of organic vegan farming.
Learning and growth
We see ourselves as an organisation that never stops learning – not only in our everyday work and through sharing information, knowledge and experiences with others, but also at an institutional level through further training measures and the evaluation of our projects. The continued growth of the donations and regular financial contributions entrusted to us is also essential for expanding the number and reach of our projects and for driving ever greater change.
Internal and external transparency, the continuous improvement of our in-house communication processes and a clear distribution of roles ensure that our team can focus on what’s important and work effectively.