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Animal Welfare

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NGOs can count on the support of countless celebrities. PETA vegetarians/vegans ... Cancer. risk. www.interbev.fr. IMS Marketing Workshop - Chicago. 16 - 16 ... – PowerPoint PPT presentation

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Title: Animal Welfare


1
Animal Welfare
  • Issues
  • What Communication?
  • A Role for IMS?
  • Nils Beaumond
  • IMS Marketing Workshop Chicago, May 2009

2
AW A Society Issue
  • EU-25 average 7.8Ranging from 9.1 (CY) to 6.9
    (LT and ES)
  • 34 gave a 10/10 answer, only 2 a 0/10
  • Answers unrelated to social/demographic factors
  • (Eurobarometer 270, 2006)

3
Problem Does the Society Know?
  • 2/3 of the population claims it knows
  • Eurobarometer 229 69 of those polled say they
    have visited a farm raising animals
  • Eurobarometer 270 69 of those polled say they
    know a lot (12) or a little (57) about the
    conditions under which animals are farmed
  • CIV poll 68 claim they know there is some kind
    of regulation
  • But, when challenged, cannot talk about it
  • CIV poll only 13 of respondents could cite a
    single regulation provision
  • Gap between statements and actual knowledge

4
AW Purchasing Behaviour
  • Consumers want more information and claim it
    would give them incentives to change their
    purchasing behaviour
  • EU 2005 on line consultationDo you believe that
    a better knowledge of farming practices could
    influence your decisions when purchasing food?
  • 89 Yes
  • Eurobarometer 270Would you be willing to change
    your usual place of shopping in order to be able
    to buy more animal welfare friendly food
    products?
  • 62 Yes
  • Good intentions! But
  • Those change when challenged on how much more
    they are willing to pay
  • 45 only willing to pay more for animal products
    bearing information on welfare conditions in a
    CIV poll
  • And, even more important, intentions are always
    different from actual behaviour

5
AW in the Medias
  • Frequently in the written press
  • Some debates on the radio ("Service public"
    programme on the national radio)
  • Usually little TV coverage unless major scandal
  • But
  • Explosion on the web
  • Google "animal welfare" ? 4.7 million results
  • NGOs are truly monopolising the debate on the web
  • Vegetarian blogs and forums, comments on general
    interest forums, etc.

6
Since the mainstream media seems focused on
keeping truth and reality from readers, now more
than ever, I feel it is up to alternative media
and bloggers to report on the news and issues
that get missed. - Tipping Point blogger
7
Animal Protection is Trendy
  • NGOs can count on the support of countless
    celebrities
  • PETA ? vegetarians/vegans
  • HSUS ? anti "factory farming"
  • But how much do those opinion leaders actually
    know about AW and farming conditions?

8
Downstream Operators and AW
  • Using AW to enhance their image and gain
    competitive advantages
  • Eggs were the first products to be concerned
  • Processors e.g. Unilever
  • Retailers e.g. Carrefour
  • Caterers e.g. Mc Donald's
  • Total or partial caged eggs boycott in some
    countries
  • Eggs, rabbitmeat, horsemeat, and then
    generalisation to all animal products
  • Eggs the change has induced a change in
    production methods
  • For rabbitmeat and horsemeat, the aim is to
    boycott all products
  • Raw and fresh products strong communication
    vectors to build an image
  • Less pressure on industrial processed products
    and groceries

9
NGOs From Animal Protection to Anti-Speciesism
Welfare
Protection
Animal rights
10
NGOs Demands
  • Farms reduction in stocking densities, access to
    outer spaces, presence of litter, slow growth
    breeds, ban on non-therapeutical surgery
  • Transport 8 hours limitation
  • Live markets "urgent reform" needed
  • Slaughtering stunning, labelling of meats from
    animals ritually slaughtered
  • Abandon of horsemeat consumption
  • Animal legal status reform
  • Organic or even vegetarian menus in collective
    catering (schools particularly)

11
Insiders Help
  • Revolting videos more and more often shot by
    slaughterhouse/livestock market/farm employees
  • Unsatisfied workers
  • Infiltrated activists, "undercover" agents
  • Very powerful and influential "repentant" image

12
NGO Messages
  • 3 levels

13
NGO Messages
Animal welfare
  • 3 levels
  • Care for the animals

14
NGO Messages
Animal welfare
  • 3 levels
  • Care for the animals
  • But there is a limit to what the public may do
    for such a cause

15
NGO Messages
Cancer risk
Animal welfare
  • 3 levels
  • Care for the animals
  • Care for your (and your beloved ones') health

16
NGO Messages
Cancer risk
Animal welfare
  • 3 levels
  • Care for the animals
  • Care for your (and your beloved ones') health
  • Care for the planet and future generations

Climate change
17
NGO Messages
Cancer risk
Animal welfare
  • 3 levels
  • Care for the animals
  • Care for your (and your beloved ones') health
  • Care for the future generations

Climate change
18
(No Transcript)
19
NGO Messages
  • More cartridges to come
  • Could these pandemics be related to the dramatic
    losses in biodiversity? To the continuing
    reduction in domestic breed numbers? To the
    development of industrial agriculture? To the
    constant decline of natural habitats? To the
    standardisation of the ecosystems, which supports
    the multiplication of organisms with no
    adversaries? Answers are lacking (Le Monde, May
    3-4, 2009)
  • Swine flu is intensive pig farming to blame?
    (The Guardian)
  • Swine flu and factory farming (U.S. News and
    World Report)

20
What Communication?
21
Three Major Objectives
  • Re-establish in the view of both opinion leaders
    and the public what constitutes "standard"
    procedures in all phases of livestock/meat
    production
  • Show that the whole industry is aware of its AW
    role and involved in a process of continuing
    improvement
  • Mitigate the impact of negative actions and
    images shown by activists
  • Prerequisite
  • Widespread monitoring scientific, regulatory,
    medias
  • Discussion with NGOs
  • Know their expectations
  • Collaborate rather than fight

22
Two Strategies
  • Creation and dissemination of specific documents
    on AW
  • Integration of animal welfare and protection
    information into communication activities on
    production systems and activities
  • Close relations between AW compliance and issues
    such as
  • Food safety control
  • Organoleptic qualities of the end product
  • Operators know-how and commitment to their trade
  • Occupational hazard control
  • Avoid being perceived as in a defensive mode
  • Avoid being locked in arguments over specific,
    highly mediatised issues
  • Aim at "good marks" in each area rather than at
    an excellent one on a single issue with less
    attention devoted to the others!

23
Targets
  • The public, especially children and teenagers
  • Opinion leaders?
  • Teachers
  • Others? Difficult to identify
  • Press
  • More difficult to get media attention on basic
    work
  • Politicians
  • Intensive lobbying by NGOs

24
Tools
  • Documentation
  • General public the FR Livestock farming series
    shows farmers expertise and professionalism
  • AW
  • Animal health monitoring
  • Environmental care
  • Feeding practices
  • Farming systems
  • Press kits

25
Tools
  • Internet
  • CIV site on the Home page, direct access to
  • AW heading.
  • "History of man and animal relations" heading.
    Collaboration of anthropozoologists
  • Text, images and videos
  • Specific site for children

26
Tools
  • Fairs and shows e.g. Paris Agricultural Show(9
    days 600,000 visitors)
  • Stand "Livestock FarmingLand" operators
    explainingtheir day-to-day work
  • Specific stand wherechildren could
    interviewprofessionals
  • Farm tours
  • Real
  • Virtual

27
Tools
  • Educational activities
  • Training sessions in schools nutritional
    balance, meat labelling and livestock farming
  • Umbrella stand
  • Professional animator
  • Distribution of educationalkits
  • Partnership with educational websites (e.g. Dico
    des Viandes in FR)
  • Provide teachers with resources (definitions with
    text videos) to be used in classrooms
  • Allow pupils to discover essential livestock,
    farming, environmental and nutritional notions

28
Tools
  • Educational activities
  • Training sessions in schools nutritional
    balance, meat labelling and livestock farming
  • Umbrella stand
  • Professional animator
  • Distribution of educationalkits
  • Partnership with educational websites (e.g. Dico
    des Viandes in FR)
  • Provide teachers with resources (definitions with
    text videos) to be used in classrooms
  • Allow pupils to discover essential livestock,
    farming, environmental and nutritional notions

29
Tools
  • Networking
  • Develop a speak-out program for your company or
    organization
  • Use of social medias
  • To engage in conversations with people
  • People no longer want to be audiences, but active
    participants
  • Facebook (26 years)
  • Twitter (31 years)
  • Blogs (38 years)

30
Tools
  • Create news for the press to report on
  • E.g. Livestock farming and society "speed dating"
  • Meetings with farmers and traders
  • Report to inform the media on
  • What do consumers worry about?
  • What answers can the press provide?
  • Let/help others do the "dirty job"
  • E.g. The Centre For Consumer Freedom (USA)
  • Harsh attacks on PETA

31
(No Transcript)
32
A Role for IMS?
33
Information Collection Exchange
  • An April 2007 AW workshop recommendation
  • Time and resources?
  • Issues
  • Positive and negative communication
  • NGO violent actions
  • Work undertaken by our technical institutes
  • International initiatives (OIE, FAO, World Bank)
  • Etc.

34
IMS Communication
  • Can the IMS have a common position on issues such
    as
  • The philosophy of using animals
  • The right to kill and eat products of animal
    origin
  • Differentiated treatment per species or
    destination of the animals
  • The need for common rules and the role of private
    standards
  • The need for science as a basis for AW rules
    what science?
  • The Universal Declaration on AW
  • The attitude towards NGOs promoting vegetarianism
    or veganism
  • Etc.

?
35
IMS Communication (2)
  • Should the IMS communicate?
  • What targets?
  • Industry
  • Public
  • Medias
  • How?
  • Website
  • Giving or sponsoring speeches in congresses (Who?
    What resources?)
  • Presence in multinational organisations (At what
    level? Who? What resources?)
  • ???
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