This is an in-depth guide which encompasses all a person would need to know should they wish to campaign on animal rights. It explores leafleting, writing, tabling, protesting, corporate campaigning, legislation, lobbying, multimedia, direct action, and using vegan food as outreach. Over 100 animal activists discuss the models of activism that work best for advancing animal rights and animal welfare. Originally published in 2007, this is the 10th-anniversary addition and adds over 100 pages to the previous incarnation with a focus on important developments from those intervening ten years, especially the rise of social media. With the extent and frequency of animal cruelty, it is now a fantastic time to update the animal activists bible Striking at the Roots for a new generation. In my opinion, these attacks are tantamount to preying on the vulnerable within society and reflect the moral bankruptcy of such individuals. With incidences of animal cruelty being at a four-year high last year as reported by the RSPCA with some truly shocking examples, we owe it to defenceless animals to try to prevent these occurrences in the first place by making the possibility and length of incarceration a deterrent to those who carry out such horrifying attacks.
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