Introduction
How to Target
Examples of Targeted Reports from Animal Welfare Organizations

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Introduction

When your advocacy issue has been agreed, and the overall research carried out, it is good practice to target your research. To do this, you first need to determine your target audience (or priority target audience). Then your research reports can be tailored in order to have maximum impact on this audience. The process of targeting may also involve further research.

Your preliminary research and analysis will help you to identify the key targets for your advocacy, and how you can best influence them (e.g. through secondary targets), as in Section 6 of this module. Then you can decide whether to produce one report (e.g. if the needs and interests of your targets are sufficiently uniform) or a number of targeted reports in multiple formats (if their needs and interests are very different, but they are all important to your advocacy). This is both a strategic and a cost-benefit decision!

Another reason for preparing targeted reports is when you seek to link your animal welfare issue into another issue of topical concern. This is often useful in arenas (such as development or the environment) where animal welfare is still viewed as a marginal issue.

Similarly, you may use targeted research for specific political forums, or conferences on specific issues.

However, even in such targeted reports never miss the opportunity to stress your primary concern, and to build understanding and acceptance for animal welfare.

How to Target

In targeting, relevant research findings are presented in multiple formats, tailored to each audience, with the information needs of policy makers (content and format) being taken into account.

In targeting, you should always bear in mind the needs and interests of your target audience. This will affect details such as the length, content, language, presentation, and timing of your reports. For example, politicians and busy policy makers are deluged with information, and simply do not have the time to absorb long written materials. In this case, a very brief summary report is a good idea (preferably with a brief and impactful ‘ask’, or ploy to draw the reader in, at the very beginning).

The use of visual or audio-visual materials is also a key consideration. In animal welfare issues, these can add emotional impact to the written word.

Targeted reports can also be used as ‘asks’ or submissions on a topical political issue or legislative review, or to influence international conferences e.g. Summits, such as Rio+20 (Earth Summit follow-up).

Research can also be used for instructional or educational uses (for example, as course materials or within educational resources).

Examples of Targeted Reports from Animal Welfare Organizations

Compassion in World Farming (CIWF)

CIWF publications listed by subject area

In addition to farm animal welfare issues per se, some CIWF reports are targeted to link into other topical issues, such as:

• Animal health and disease
• Environment and sustainability
• Food industry and consumers
• Human health
• Policy and economics

The World Animal Protection (WAP)

WAP reports under their issues of focus

In addition to reports on animal welfare issues, WAP has targeted a number of its reports to other relevant issues. For example, in the factory farming section these include:

• Humane and sustainable farming
• Case study Enhancing rural livelihoods and nutrition through higher welfare poultry production in IndiaFind out why small-scale, humane chicken rearing in India is better for animals, people and the environment.
• Why livestock and humane, sustainable agriculture matter at Rio+20 This leaflet outlines why humane and sustainable agriculture must be considered when we look at the future of food and farming. The rearing and use of animals has a major impact on the environment, society and the global economy, so ensuring their welfare can help alleviate poverty and encourage sustainable development.
• Animals and People First
• Eating our future - the environmental impact of industrial animal agriculture
• Industrial Animal Agriculture - part of the poverty problem
• Industrial Animal Agriculture - the next global health crisis?
• Practical Alternatives to Industrial Animal Farming in Latin America - Case studies from Argentina, Brazil, Colombia and Costa Rica

WAP also produces reports in a number of languages.

Also of interest is the WAP report on:

• Model Farm Project

This provides practical examples of how farming in developing countries can improve animal welfare. WAP has partnered the Food Animal Initiative (FAI), which runs model farms providing examples of best practice in sustainable agriculture and animal welfare, which can be replicated.

The Humane Society of the United States (HSUS) and the Royal Society for the Prevention of Cruelty to Animals (RSPCA)

The HSUS and the RSPCA both target animal welfare audiences and the animal care communities in their countries, as well as the usual advocacy/campaigns audiences. They give out advice on practical animal welfare issues, based on best practice. This is useful and practical targeting given the large number of animal welfare organizations in their countries.

HSUS

Issues
Campaigns
Also guidance and advice – for both education and the animal care community

RSPCA

The science group – authoritative science-based reports
All about animals, including animal care
Reports are produced by each of their animal issue teams (companion animals, research animals, wildlife, farm animals)
International Reports

The above include the following:

• Identification methods for cats and dogs (WAP)
• Methods of euthanasia for cats and dogs (WAP)
• Shelter design and management guidelines (RSPCA 2006)
• Shelter design and management guidelines - Spanish (RSPCA 2006)
• Operational guidance for dog control staff (RSPCA 2009)
• The Welfare Basis for Euthanasia of Dogs and Cats and Policy Development (ICAM 2011)
• Population control
• Humane dog population management (ICAM 2007)