Vegan Outreach

Vegan Outreach is an American grassroots animal advocacy group working to promote veganism through the widespread distribution of printed information booklets. [1] As of March 2010, over 11 million paper copies of the group’s leaflets handed out by members of Vegan Outreach worldwide. Originally known as the Animal Liberation Action (ALA), was the group founded by Matt Ball and Jack Norris in Cincinnati, Ohio, 1993. [2]

Vegan Outreach is currently an animal charity group valuation Standout Charities. [3]


As members of the animal aside the Cincinnati region, Ball and Norris (along with Phil Murray, now part owner of Pangea Vegan Products) spent the winter of 1990-1991 is fur protests outside of cultural events. Their focus turned to vegetarianism in 1992 and animals aside the Cincinnati region funded the printing and distribution of 10,000 pro-vegetarian flyer entitled Vegetarianism . In June 1993, the twelve activists-including ball and Norris held a three-day “Fast for Farm Animals” in front of a Cincinnati slaughterhouse (most animals usually go three days without food before slaughter). On the last day of the fast, some of the protesters took a large banner reading “stop eating animals” University of Cincinnati campus. Even the fast itself generated some media coverage, many of those involved felt that holding the banner of the campus was the most effective part of the fast.

After this event, ball and Norris formed Animal Liberation Action (ALA) and started a campaign to keep the “Stop eating animals” banners on street corners. This would become the basis of Vegan Outreach current tactics to disseminate information on campus and in other high-traffic areas. In 1994 ALA developed a brochure called and justice for all . It focused on the reasons to adopt a vegan diet, focusing on the abuse of the animals concerned. The following year, the ALA name officially changed to Vegan Outreach, and the campaign to keep the banners-generally poorly received by the public, who did not understand the reasons behind the request-was set aside in favor of the distribution of printed booklets.

Another review of the booklet, which is now called Vegan Outreach , was printed in 1995. To save money, the first 10,000 copy job stapled, folded and sorted by Ball, Norris, and Anne Green. The fall, Norris launched a tour of the Midwest in the US, distribute Vegan Outreach booklet at nineteen universities. The first Why Vegan was printed in 1996 and distributed to 171 schools during the year. Norris continued his journey until the final funds in 1997. He decided to become a dietitian, which meant three years at the school and an internship. He did this to become educated on the science of nutrition and find out what can be done to minimize the number of failed vegetarians in the future.

“Aktivism and Veganism Reconsidered”

In its newsletter June 1998 Vegan Outreach published an essay by ball called “Veganism as the Path to Animal Liberation” (now called “activism and Veganism Reconsidered”. [4] This article questioned the priorities movement of animals aside, in part by pointing out that ~ 99 percent of all animals slaughtered in the United States died to be eaten, while only a small minority of the movement’s attention went to expose factory farms and promoting vegetarianism. paper also claimed the movement’s focus on trying to get media attention through protests. it also questioned the effectiveness of civil disobedience and direct action, and a perceived tendency to self-deception and dogmatism in vegetarian and animal promotion rights. until veganism was more widespread, Ball claimed animal liberation could not succeed on any major front. paper made a broad impact on activists and shaped Vegan Outreach the guiding principles for advocacy. [5]

New booklets were developed in 1999 and 2000, including a Vegetarian Starter Guide (now Guide to Cruelty-Free Eating ) for people who were interested in following a vegetarian diet, and Vegetarian Living (later Try Vegetarian ) that fewer graphic images contained in why vegan brochure. In 2001, over 330,000 copies of Why Vegan and Vegetarian Living awarded. In autumn 2003 launched Vegan Outreach its Adopt-A-College (AAC) program, animal advocacy movement first systematic attempt to reach a large number of students in the US and Canada in an organized manner. The program’s first year saw 22,000 leaflets distributed in 63 schools; later was 486.219 leaflets distributed at 692 schools during the fall 2009 semester. [6] As the AAC began to grow, Vegan Outreach was able to hire a new employee, Jon Camp, focusing on flygblads at colleges. In his first two years of work with the group, he distributed over 145,000 brochures. In March 2010, the Camp Vegan Outreach’s all-time leading leafleter have reached over 570,000 people with VO literature. [7]

Another major change Vegan Outreach occurred in 2005, when the first copy of their new brochure, even if you like meat (EIYLM) was printed. VO explained the new booklet in this way:

After many years of flyers, we realized that the students had begun to erect a number of psychological barriers to prevent them from seriously considering their role in supporting factory farms and slaughterhouses. … A major obstacle is that people have convinced themselves to boycott animal cruelty must be an all or nothing proposition, and because they can not go all the way, they will do nothing. Thus, a major emphasis of EIYLM to let people know not to support cruelty does not need to be an “all or nothing” proposition. Any reduction animal feed helps prevent suffering. Another problem we encountered was that people would see the word “vegan” or “vegetarian” on our flyers and we assume only do-gooder busybodies trying to get them to improve their health, so that they would not take a flyer. With EIYLM, we put pictures of factory farms on the front of the brochure so that people would immediately we were talking about a serious social problem where the animals are treated cruelly.

-  Jack Norris , RD “A History of Vegan Outreach” , .

Vegan Outreach continues to evolve and grow. Anne Green was hired full-time Vegan Outreach Director for Programs and Development in 2007, after many years of unofficially contribute to the planning and management of the organization. In 2009, Matt, along with Bruce Friedrich, published The Animal Activist Handbook , [8] about what Peter Singer has written: ” The Animal Activist Handbook . Punches way above its weight Rarely have so few pages contained so much wit and good advice. Get it, read it and act on it. now. ”

VO has also hired the second leafleters; Currently, in addition to Jon, Brian Grupe, Nikki Benoit, Fred Tyler, Vic Sjödin, and Eileen Botti are all associated with VO in any way in early 2010. Hundreds [9] others also leaflet for the animals. AAC activists has reached over four million students across the country; including other places like concerts, the total is more than six million. Since its inception, Vegan Outreach distributed over 11 million booklets.

Today Vegan Outreach continues its mission to disseminate this information on campus and other busy locations worldwide. Their leaflets have been distributed in all 50 states, Puerto Rico, ten Canadian territories and provinces, Mexico and many other countries (including Australia, Austria, Brazil, Denmark, Egypt, England, Finland, France, Germany, India, Ireland, Italy, Japan, the Netherlands, New Zealand, Norway, Singapore, Slovenia, Slovakia, Spain, Sri Lanka, South Africa, and Taiwan). [10] Many of Vegan Outreach’s pamphlets and articles in several languages, thanks to the efforts of translation volunteers and supporters. The degree of distribution is increasing every year, not limited by demand, there are many individuals, student groups and organizations that want to deploy as many as possible, but the availability (ie resources for printing and distribution).

Tactics / philosophy

Vegan Outreach mission is to reduce the amount of suffering in the world. They focus on people’s choices of food for three reasons:

The number of animals raised and killed for food each year in the United States than any other form of exploitation, which includes numbers far greater than the total population of the earth. Ninety-nine of the 100 animals killed in the US each year are slaughtered for human consumption.

– The intensity of farmed animal suffering: crowding and confinement, the stench, the racket, extreme heat and cold, attacks and cannibalism, the hunger and starvation, illness.

– Expose factory farms and advocating ethical eating is perhaps the most readily available option to reduce suffering in the world. Every day, every single person makes decisions that affect the lives of farm animals. Inspiring someone to change leads to fewer animals suffering in factory farms.

Vegan Outreach printed materials advocating for informed, ethical eating. In addition, proposals for alternative foods, information on staying healthy on a plant-based diet, [11] is and tips for advocacy in brochures. Vegan Outreach proposes that a guide should not be an endless list of vegan ingredients without doing its best to stop cruelty to animals.

Veganism is important, not as an end in itself, but as a powerful tool for opposing the horrors of factory farms and industrial slaughterhouses. . – [12] Matt Ball, “How Vegan”

In other words, the focus is not so much personal beliefs or specific choices, but rather the animals and their suffering. Vegan Outreach encourages people to become advocates for if someone believes it is important to be a vegan, is the most effective advocate for the animals to be seen as even more important. The effects of an individual veganism-several hundred animals over the course of a lifetime pales in comparison to what he or she can accomplish by being an example for others. For every person inspired to change their habits, a vegan impact on the world multiplies.

Matte Ball indicates that focus on purity and minutae will prevent the animal advocacy movement:

Conversely, for each person convinced that veganism is too demanding by obsessed with an ever-increasing list of ingredients, we do worse than nothing: we turn away someone who could have made a big difference for animals if they had not met us. Currently the vast majority of people in our society have no problem eating the leg of a chicken. It is not surprising that many people dismiss vegans as unreasonable and irrational as our example, questioning the waiters, do not eat veggie burgers cooked on the same grill with meat, do not take pictures or use drugs, etc.

Instead of spending our limited time and resources worrying about the margins (cane sugar, film, medicine, etc.), the focus should be on increasing our impact every day. Helping just one person change leads to hundreds fewer animals suffering in factory farms. By choosing to promote compassionate eating, every person we meet is a potential major victory ….

It is not enough to be a just vegan, or even a dedicated, knowledgeable vegan advocate. The animals do not need us to be right, they need us to be effective. In other words, we want to not only win an argument with a meat eater, we want to open people’s hearts and minds to a more compassionate lifestyle.

To do this, we must be the opposite of the vegan stereotyp.Oberoende of grief and anger we rightly feel the cruelty animals are suffering, we must strive to be what others want to be happy, respected individuals, whose fulfilling lives inspire andra.Först then we can do our best for the animals.

– Matt Ball “How vegan?”


Vegan Outreach booklets printing mainly distributed by individuals and groups through flyers. This person-to-person approach to activism is an attempt to ensure that each person who interacts with a Vegan Outreach leafleter be comprehensive, complete information that they can think on their own time. The group’s extensive program called “Adopt-A-College”, [13] , where volunteers disseminate brochures on college campuses. Vegan Outreach has chosen to focus on students (especially college-age) for three main reasons:

The relative willingness and ability to change : In relation to the population as a whole, students tend to be more open – even rebel against the status quo – and in a position where they are not as restricted by parents, tradition, habits, etc.

The full effect of the change : Even if students and seniors in general was just as open to change during the course of his life, students can save more animals. Young people not only have more meals in front of him but also have more opportunities to influence others.

The ability to reach a large number : Students are usually easier to reach in large numbers. For a relatively small investment of time, an activist, a copy of “Even if you like meat” or “Why Vegan?” To hundreds of students who otherwise would never have looked at a complete and compelling case for compassion.

(Excerpt from “meaningful life” [14] by Matt Ball, executive director, Vegan Outreach.)

Animal Charity Evaluators Review

Animal Charity evaluators appointed Vegan Outreach as one of its standout Charities since May 2014. [15] ACE signifies that Standout Charities organizations that they do not think are as strong as their top organizations, but who excel in at least one way and are exceptionally strong compared to animal charities in general. [16]

In its November 2016 review, ACE lists Vegan Outreach forces leafletting program with a strong track record, its cooperation with other groups, and focus on efficiency changes planned interventions. Their weaknesses include, according to ACE, a possible reliance on poor source of evidence in evaluating the effectiveness of flyers and a lack of a successful track record in the new programs they are trying to implement (such as online ads). Vegan outreach focus on outreach targeted at individuals can also be limiting. [15]

Vegan Outreach was an ACE Top Charity from August 2012 to May 2014. [17]


  1. Jump up ^ Vegan Outreach. “Advocacy Resources”. Retrieved 2012-06-07.
  2. Jump up ^ For an article about Norris wedding, see Strobel, Mike. “I think I smell a stunt,” the Toronto Sun 12 September, 2008.
    • See also Cooney, Scott. “Launching an environmental nonprofit,” Ecopreneurist February 3, 2009.
  3. Jump up ^ Jon Bockman (November 28, 2016). “Updated Recommendations: December 2016”. Retrieved November 29, 2016.
  4. Jump up ^ -Matt Ball. “Aktivism and Veganism Reconsidered”. Retrieved 2012-06-07.
  5. Jump up ^ “Guiding Principles for Advocacy” “Vegan Outreach”
  6. Jump up ^ “Adopt-A-College tuition sums”. Retrieved 2012-06-07.
  7. Jump up ^ “Jon Camp History”. Retrieved 2012-06-07.
  8. Jump up ^ “”. Retrieved 2012-06-07.
  9. Jump up ^ “Lifetime leaflets Totals”. Retrieved 2012-06-07.
  10. Jump up ^ Vegan Outreach (2011-11-28). “About Vegan Outreach”. Retrieved 2012-06-07.
  11. Jump up ^ “Staying healthy on a plant-based diet” Jack Norris, RD
  12. Jump up ^ Matt Ball, “How Vegan”.
  13. Jump up ^
  14. Jump up ^ -Matt Ball. “A meaningful life.” Vegan Outreach. Retrieved 2012-06-07.
  15. ^ Jump up to: ab . November 2016 Retrieved November 29, 2016. Missing or empty (help) | title =
  16. Jump up ^ Allison Smith (June 9, 2016). “Our thinking on Standout organizations”. Retrieved November 29, 2016.
  17. Jump up ^ “Vegan Outreach Review”. Animal charity evaluator. Retrieved September ten, 2015.