pg. 2--Marketing 101 For Animal Rights & Vegan Activists
by Brenda Shoss
To subscribe to Kinship Circle Letters for Animals, email: subscribe@kinshipcircle.org

The ultimate scenario is to build enough credibility and curiosity to elicit free news coverage. When the St. Louis Animal Rights Team circulated press releases about its anti-vivisection billboards, reporters from ABC, CBS and WB affiliates contacted them for a story. Some publications will run complimentary editorial in conjunction with your display ads.

As an incentive for customers, retailers can earmark part of their proceeds for charities. Snooty Jewelry owner Jeanine Taylor, who designs animal-free accessories for the conscientiously clad, advertises her Round Up For Change Program and Snooty Jewelry Party Fundraisers via the internet, mailings and point-of-purchase displays. Shoppers are inclined to become patrons when they learn that their purchases help fund Alliance for Animals, The Peace Abbey, Physicians Committee for Responsible Medicine, September 11th Victims Families, and other charities.

Some mavericks still flinch at the notion of "corporatizing" vegan wisdom. They prefer to drift against the current. It is the mainstream, after all, who consume, wear and experiment upon animals. Yet for any non-traditional discipline to persevere, its messengers must paddle in a user-friendly direction.

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BIO STUFF:
Brenda Shoss is director of Kinship Circle Letters for Animals, Articles and Literature. Kinship Circle generates letter campaigns to legislators, businesses and media that address a broad spectrum of animal cruelty and protection issues. Ms. Shoss writes for The Healthy Planet, VegNews, AnimalsVoice Online and other publications/websites.

For 15 years, Ms. Shoss has managed a freelance advertising and public relations business, with clients that range from doctors, dentists, and interior designers, to companion animal services and national AR groups such as In Defense of Animals. Ms. Shoss is also a professional modern dancer who teaches and performs.

"I earn my living as an advertising designer, journalist, and dance instructor. I inhabit my life as an advocate for the animals."

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