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ANIMAL EQUALITY’S MAGAZINE Nº 2 - FALL 2016

INNOVATION FOR A BETTER WORLD iAnimal is our innovative virtual reality project. With it, we take the viewer into farms and . With you, we are looking at the future. A future in which there is no place for cruel factory farms. 2 This year also marks our tenth anniversary, and as we look back we couldn’t be prouder of all you have helped us achieve. It is also a year for introspection and analysis and marks a turning point for us. This has been the year in which we have transitioned to focus on those animals who die in the largest number and suffer the most: farmed animals.

Over the last few months we have also been working to launch our International Corporate Outreach Department because of the direct effect these campaigns have on millions of animals.

This year more than ever we are also heavily invested in researching the impact of what we do, that is why we are dedicating resour- ces to studies on our programs. Perhaps the most interesting study we are doing is one comparing the impact of our virtual reality videos with conventional flat screen videos in collaboration with Faunalytics.

We are at a crucial turning point when it comes to animals: more and more people, EDITORIAL companies, and policy makers are making compassionate decisions. I can see proof of this everywhere. Everyday our team wakes up to make sure this process of change n 2006, Javier Moreno, Jose Valle, and happens as quickly as possible. Animals myself started Animal Equality because need change to be as fast as we can make it we wanted to create a strong organiza- happen. In our minds we have one question: I tion that impacted animals globally. What can I do today to save more lives? In our hearts, the warmth of the support you Since then, and for over 10 years, Animal give us daily. Equality has become a leading force of change for animals. As an example of this, Thank you, just in the last six months, we have made headlines across the globe with our cam- – paigns and investigations. Our innovative SHARON NUNEZ outreach programs are also inspiring tens International Director of thousands of people in some of the most important cities in the world to pledge to choose compassion when they eat.

Our virtual reality films were present at the Sundance Film Festival, The Berlin House of Parliament and The Milan Hall, among other places. We are also honored to have won Best 360 Film at the German 2016 Webvideo awards. Journalists, celebrities, politicians, and many other influencers have experien- ced the plight of farmed animals thanks to our work and your support.

3 INVESTIGATIONS YOUR SUPPORT HELPS US SHOW THE REALITY HIDDEN FROM OUR VIEW Undercover investigations are our priority and identity. Our investigative teams around the world provide us with the opportunity to show the realities found inside farms and slaughterhouses, while allowing us to push for the change that animals need.

While gathering evidence of animal cruelty, undercover investigators at Animal Equality are constantly putting themselves at great risk. It is your unconditional support that keeps them motivated and working tirelessly.

4 heir First Day is the first Many of these chickens die before Cruelty in investigation inside industrial they ever even get to the slaughter- hatcheries of chickens raised house. Chicks who weigh less than industrial chicken for in Spain. Animal the commercial standard at birth are T Equality’s investigators gained thrown alive into big containers and hatcheries access to the horrible places in which brutally smashed with maces. Others these animals are born. Our team are thrown into garbage bags where was able to get inside an industry that they suffocate to death. Those who THE FIRST DAY constantly attempts to hide the way survive will not have better luck. They they operate. will spend their short lives inside win- dowless factory farms in which they IN THE LIFE These fragile animals are born inside will suffer every day due to the horrific huge industrial warehouses. They start conditions. OF A CHICKEN their short lives inside a mechanical environment where they are denied Over 70 million people have seen the even the slightest sign of compassion. shocking images of this investigation, RAISED FOR A few moments after being born, which have been featured in numerous workers throw the little chicks onto a media outlets around the world. MEAT conveyor belt that takes them from one side of the warehouse to the other.

5 ur investigators in have conducted an impactful investigation inside the chicken . We were able to access a factory farm that O sends one million chickens to slaugh- ter every year. Our investigators captured heart- breaking scenes depicting abuse and violations of numerous laws, which were reported to the authorities.

For three months, Animal Equality’s investiga- tors documented the chicken breeding pro- cess. What they discovered during that period was disturbing. Our investigators found that many newborn chickens die in their first week, and they are then left inside warehouses and thrown into garbage containers. Two weeks later, those same containers were completely filled with dead chickens. Inside the warehouse, the remaining survivors had already started to show signs of weakness due to their unnatural growth rate.

Chicken Factory Farm in England ANIMALS REDUCED TO MEAT-PRODUCING MACHINES

6 GLORIA, A STORY OF SURVIVAL INSIDE THE CRUEL MEAT INDUSTRY

Forty days after their birth, many of the ll of our investigators are used animals had developed serious health to witnessing scenes of extre- issues. Their abnormal body weight made me animal cruelty. However, it impossible for some of them to move, they were horrified by the so they just laid on the ground panting. A complete lack of compassion Other chickens were born with deformi- inside the industrial warehouses of ties that prevented them from standing chickens raised for meat in England. up. They laid on their backs breathing slower and slower, and appeared to be Inside these warehouses, many ani- in agony. The containers continued to mals agonized on the floor, unable to overflow with dead animals. stand up. Outside, garbage containers overflowed with the lifeless bodies of British consumers are usually familiar with chickens who could not survive the the publicity from the meat industry that terrible conditions. It was in one of assures their animal welfare standards are those containers where, to the surprise above the average in Europe. However, of our investigators, they found one of thanks to your support, Animal Equality these animals still alive, exhausted yet has debunked these claims through our fighting for her life. She was lying on investigative work, exposing the British top of the decomposing bodies of her meat industry and pushing for new laws friends. to abolish the practices that cause the most suffering to animals. Very quickly, our investigators picked her up and took care of her. Surprisingly, this tiny survivor made it through the first night and was taken to a safe place where she could receive all the attention and care she desperately needed. Our courageous investigators named her Gloria. In her new home, Gloria has recovered and grown into a healthy bird full of life who will never suffer in the hands of the meat industry again. She is a survivor and a symbol that motivates us to continue working tirelessly to end the abuse that animals suffer every day inside factory farms.

7 The story of an investigator CRUELTY INSIDE FACTORY FARMS PRAISED BY THE QUEEN OF ENGLAND

In one shed, callously labelled the Farrowing units are always the ‘Bacon House,’ many pigs had most heartbreaking. Mother pigs open, raw wounds on the tips of pinned to the floor inside crates their ears where they had been that deny all of their maternal chewed by pen mates. The harsh behaviors. They cannot nuzzle or conditions of factory farms make nurture their piglets; they can only animals behave in ways they rarely lie there while their babies suckle do in nature. Finding ‘dry sows’ and the sick ones die right next to (non-lactating, or without piglets) them. It is no way for any animal locked inside rows of tiny cages - a to live. It is not a life, but merely an practice that was banned in the existence - a tragic and heartbrea- UK in 1999, was shocking. These king existence. cages, known as sow stalls, are only allowed for insemination with The video from this investigation have filmed inside dozens of a government recommended time has now been viewed by more pig farms over the years, but limit of 30 minutes - yet we were than half a million people and many you never get used to it. To there in the middle of the night, have sworn off meat as a result - look inside an intensive pig many hours after the workers had and that’s what keeps me going. I farm is to stare tragedy and gone. When we went back a few We must continue to infiltrate these despair in the eye. These highly in- days later the sows were, thankfu- places and shed light on what the telligent, sociable and naturally ac- lly, out of these stalls. meat industry tries so hard to hide tive animals are denied everything from us. that would give their lives meaning.

8 Working for the change in legislation that these animals need THE NIGHTMARE OF BEING BORN A RABBIT IN ITALY

or over a year, Animal Equality After living 88 days in a tiny cage, Italy is the second largest producer of has been working with the the rabbits are brutally crammed into rabbit meat in the world, killing over Italian organization LAV to a truck to be taken to the slaugh- 175 million of these animals every show the public the plight of terhouse. During the trip, which can year. F rabbits raised for meat in Italy take up to 24 hours, the rabbits suffer and to put an end to the horrible con- intensively due to harsh weather con- The campaign led by Animal Equality ditions in which these animals live. In ditions, thirst and hunger. Exhausted, and LAV has gathered over 68,000 April 2016, we launched an important the rabbits arrive to the slaughter- signatures demanding that rabbits investigation on the subject, showing house where many of them will be are granted the same welfare protec- the cruelty these rabbits suffer during killed while still being completely tion as dogs and cats in Italy. transport from factory farms to the conscious. slaughterhouses.

9 INNOVATION FOR A BETTER WORLD

Our pioneering virtual reality project iAnimal continues to grow. Thanks to the generosity and support of our donors and volunteers, over 22,000 people in the United States, Germany, England, Spain and Italy have witnessed the life of an animal in factory farming, and we will soon expand this program to Mexico and India! Our virtual reality videos have been covered by the media and received awards from around the world. In Germany, iAnimal received one of the most prestigious web video awards in the category of virtual reality. We also attended the Sundance Festival to present “Factory Farming,” a virtual reality documentary in which our Director of Investigations Jose Valle takes us inside the horrifying factory farms in Mexico.

10 ur virtual reality projects have been covered by the most important media outlets in the world. Among them, O media such as CNN, NPR, Brilliant musician and activist, Tony Kanal, BBC, El País, Telecinco, Spiegel, and has introduced and lent his voice to iAnimal. La Stampa have covered our projects in great detail.

Sam Dolnick of the New York Times During the last few months, we have debated the effectiveness and the said that he knew all about the cruel brought iAnimal to the most impor- future of animal advocacy strategies. practices of the meat industry, but tant universities around the world, In England, we attended the Brighton was never persuaded to give up meat encouraging students to make more VegFest, the London Pride in the Park, until watching iAnimal, a VR docu- conscious dietary choices. So far, we and the Bristol VegFest. In Italy, we mentary that goes inside a Mexican have visited Harvard, Columbia, Yale, participated in the famous Terzani Pri- . Berkeley, Stanford, among others in ze, and in the United States, we have the United States; Oxford and Cam- been to two of the most important bridge in England; festivals in : LA VegFest and Humboldt and and LA Pride. Heidelberg Universi- ties in Germany. We As we constantly strive to improve have also started our projects, we have initiated a study our campaign at to test the effectiveness of virtual several universities reality videos compared to conven- in Spain and Italy. tional ones. This pilot study will be developed in depth at the end of the We have attended year. The results will help us develop numerous events virtual reality projects that increase the and festivals around already shocking effect that viewers the world with experience. iAnimal. In Ger- many, we attended Animal Equality has shared iAnimal the and collaborated with 68 organizations Conference, an in- and advocates to bring virtual reality ternational meeting around the world! in which relevant figures in the

11 12 INTERVIEW SARAH PICKERING

Sarah Pickering is the new International Director of Communication at Animal Equality. For many years, Sarah has worked for some of the most important newspapers and organizations in the world. Through this interview, you will be able to meet Sarah and learn more about the work she will do at Animal Equality. We are thrilled to have her join our team!

What is your background diate difference on the ground while and what drives you? gathering stories that helped educate and raise money to save animals. I’ve Originally a journalist, I’m motivated also worked on educational initiatives by protecting people, animals, and and alternative forms of livelihood the environment. for villagers in rural Kenya and as the Communications Director for Copen- My first job in animal protection was hagen Climate Change for the United 10 years ago for WSPA. As Senior In- Nations Climate Conference (COP15), ternational Media Manager, I worked as well as for the Foundation for on global campaigns ranging from Environmental Education and the anti-whaling to stopping the long Equal Rights Trust. More recently I’ve distance transport of farmed animals consulted for organizations such as for slaughter. My life changed as Greenpeace International, Compas- my eyes were opened to the cruelty sion in World Farming, and HSUS’s and injustice inflicted on animals. I coalition Citizens for Farm Animal also worked as a disaster relief field Protection, which recently succeeded reporter alongside veterinarians after in getting a measure on the Novem- the earthquake in Pakistan in 2005 ber 2016 ballot that will end the cruelest and after cyclone Sidr in Bangladesh confinement of pregnant pigs, veal in 2007, among other countries. calves, and egg-laying hens. If you’re a registered Massachusetts voter, Working in disaster relief gave me vote YES on Question 3! the opportunity to make an imme-

13 What are some of the most Communications cross cuts all of our encouragement with timely informa- important aspects of your work and at the heart of it is people tion and tools. We must also provide communications work? and the way that we treat each other. ways to take action and get involved, Working in multiple countries, and in whether by volunteering, signing different time zones, languages and petitions or sharing content. If we Telling inspiring stories about indivi- cultural contexts can be challenging. make people feel judged or helpless dual animals or the people who work The key is developing respectful wor- we will not create positive change tirelessly to protect them is key to king relationships and strong internal for animals. We also need to provide changing hearts and minds. While communication protocols that lead to people with resources to support statistics are important, it is stories the sharing of ideas and a great team lifestyle changes, like our LoveVeg that people remember and that have spirit. site, popular in Germany and soon to the greatest impact. The first post be released in the US and UK! of Animal Equality’s that I retweeted It is also important for an organiza- was about Gloria the chicken who tion to have a distinctive voice that was recently saved from a factory What are you most excited underscores its mission and values, farm dumpster in the UK and has about working on for Animal for example, inspiring compassion for been transformed from a nameless, animals through innovative educatio- Equality? abused bird who was near death to nal tools such as iAnimal. Consisten- a thriving, larger than life personali- cy and authenticity are also key, as is I’m incredibly excited about using my ty, who brings happiness to all who understanding our audience and be- skills and experience to bolster the encounter her. ing a source of ongoing support and groundbreaking work of Animal Equa- lity internationally. Releasing the next iAnimal 360 experience with amazing footage from our investigators is both an honor and a responsibility.

The virtual reality technology we use enables viewers to have an immer- sive insight into on factory farms. I urge you to try it when you have the opportunity. We’ll also have an app soon!

Most of all, I’m looking forward to working alongside such a strategic, innovative, and compassionate group of people to save animals, and to get to meet and learn more about our generous donors, volunteers and supporters.

14 How can our suppor- What do you enjoy ters help you in your doing when you are not work? working?

There are so many ways in I love photography. I also which you can make a diffe- love being outdoors and in rence for animals––from what nature, particularly by the you choose to eat and the ocean, as well as the forest products you buy, to encou- and mountains. Being close raging others to try veg, sign to any natural body of water petitions, and share social brings me peace and usually media content. Together we’re the urge to dive in and swim! I ‘Their Voice’, and without you also come alive when trave- we wouldn’t be able to do all ling and have been incredibly we do for animals. Keep being privileged to visit more than 40 a positive advocate for farm countries in my work. Many of animals, share all the wonder- the people I’ve met along the ful ideas you have and never way are now dear friends and ever give up inspiring others family of choice. My partner and believing that together we and I also love hosting people will stop animal cruelty. and cooking delicious vegan food together––Lighter being one of our favorite ways to get new recipes. Couple that with a glass of red wine, some art, literature, or a great Netflix show, and I’m feeling more than a little fortunate.

15 SAVING LIVES BEING EFFECTIVE SAVES MORE ANIMALS

Animal Charity Evaluators has awarded Animal Equality with being a Top Charity for the second year in a row, which means they consider Animal Equality to be one of the most effective charities with the highest impact for animals.

16 We want you to be one of the first to find out about the main projects we will develop over the next few years.

The baselines of our work will be innovation, international work, and the ongoing search for the most effective strategies.

t Animal Equality we know EDUCATION Our priority is to eliminate practices the importance of setting such as extreme confinement and up measurable objectives. We manage to show the reality in mutilations of animals in factory farms. As an organization, we have which farmed animals live every day A adopted a philosophy of to millions of consumers through LEGISLATION continuously analyzing our campaigns our investigations and educational and programs, which makes us more programs. With our efforts, we push Our international teams work to iden- effective. Being more effective leads for a change in the eating habits of tify the ideal settings in order to create to a major reduction of farmed animal the public, which greatly reduces the groups who can pressure politicians suffering and a greater number of lives number of animals dying in farms and and legislators. We only do this work saved. Due to this, among other rea- slaughterhouses. By asking the public in countries and situations where we sons, Animal Charity are guaranteed to Evaluators has named succeed. Our objecti- us one of the most ve is to make progress effective charities in animal welfare le- in the world for two gislation and to ensure consecutive years. that existing laws are strictly followed by the Why farmed ani- food industry. mals? The answer is simple: there is no other human activity that causes greater suffering and number of victims than factory farming.

At Animal Equality we carry in our heart the terrible situation of these animals around the world. Our sole purpose is to help and defend them by Thomas Hecquet, Animal Equality Germany showing their realities Co-Executive Director at the European Parliament. to consumers, politi- cians and companies in order to promote more legislation and create a more to be more conscious in their choices, conscious society. consumers promote the demand for products that are free from animal To achieve such needed change, we suffering. have developed an elaborate strategy that we would like to share with you. CORPORATE OUTREACH

We focus our work in three major We help companies move forward in action areas in which we develop our matters of animal welfare, encoura- programs and campaigns: ging them to eliminate the worst and cruelest forms of animal abuse.

17 70% OF ITALIAN CONSUMERS 178 MILLION REFUSED TO EAT LAMB ON PEOPLE REACHED THROUGH EASTER 2016 THANKS TO OUR WORLDWIDE MEDIA INVESTIGATION AT LAMB FARMS COVERAGE. AND SLAUGHTERHOUSES.

4.5 MILLION VIEWS OF ANIMAL EQUALITY’S VIDEOS ON YOUTUBE.

6 INVESTIGATIONS 70 MILLION 150,000 ON ANIMAL PEOPLE HAVE WATCHED OUR PRO-VEG LEAFLETS CRUELTY INVESTIGATION ON CHICKEN INCUBATORS. DISTRIBUTED. LAUNCHED.

OUR IMPACT IN NUMBERS OVER THE LAST SIX MONTHS

22,000 SUCCESSES PEOPLE TRIED OUT IANIMAL.

18 Animal Equality’s International Director, Sharon Nunez, alongside and Jon Camp giving a talk Ria Rehberg, Animal Equality’s Director in Germany giving a at MIT in Boston. conference at Sentience Politics Conference in Berlin.

RAISING AWARENESS WE ARE THE VOICE OF FARMED ANIMALS

Reactions to our virtual reality project.

Javier Moreno, one of our International Directors, speaking at the cultural event Capital Animal in Madrid.

Reactions to our awareness Promoting our videos. campaigns. 19 INTERVIEW JAYA BHUMITRA

Jaya is the new International Director of Corporate Outreach at Animal Equality. Jaya earned a bachelor’s degree from Georgetown University with a double major in international business and marketing. Throughout her experience, Jaya has assisted some of the most important companies in the world to change and improve their animal welfare regulations. Without a doubt, we have found the best person to lead our Corporate Outreach department!

20 How did you become inte- thousands of veg-curious people to That is the goal of corporate out- rested in animal issues? choose more compassionate foods. reach: to compel companies to implement meaningful changes to re- My affinity for animals developed Most recently, I served as director of duce the suffering of farmed animals. from reading classic childhood corporate outreach for the farmed Whereas diet change initiatives en- books, such as Charlotte’s Web and animal advocacy organization Mercy courage individuals to one Mrs. Frisby and the Rats of NIMH, For Animals, where I successfully at a time, corporate animal protection and growing up with an array of encouraged major food companies, policies can affect millions of animals animal companions, including dogs, grocery stores, and restaurant chains in one fell swoop. cats, hamsters, rabbits, parrots, chickens, to adopt animal protection policies. goats, and horses. They were my Case in point is my work as a lead confidantes and friends. What is corporate outreach negotiator with Perdue Foods, one and how can it help change of the largest poultry producers in I was particularly inspired by our the world for animals? the U.S. Following seven months of chickens, Cluck and Doodle, who discussions, Perdue announced a precedent-setting commitment to were obviously as smart and social I have a background in business. improve animal protection. as their dog and cat siblings. Awed I earned a bachelor’s degree from by their abilities, I became the first Georgetown University with a double vegetarian in my While there is still family at age 9. I also work to be done, Per- became an activist, due’s commitment is founding an animal the most comprehen- welfare and environ- sive animal welfare mental group at my policy ever adopted elementary school. by a major chicken producer. Of the more What drove you than 8 billion chickens killed for meat to work in ani- annually in the U.S., mal protection Perdue’s policy will professionally? reduce the suffering of nearly 680 million In 2008, I learned birds on 2,200 farms. how animals suffer on industrialized farms Additionally, I en- from the campaign gaged in corporate for Proposition 2, a outreach and collabo- California ballot ini- rated on campaigns tiative that proposed that propelled seven to outlaw the cruelest out of the top 25 U.S. forms of confine- grocers––including ment for pregnant some of the largest pigs, veal calves, such as Albertsons/ and egg-laying hens. Safeway, Kroger, and Previously unaware of Supervalu––to elimi- the problems with dairy and eggs, I nate cruel cages severely confining major in international business and immediately became vegan and then egg-laying hens. While cage-free marketing, after which I joined APCO canvassed on behalf of the campaign doesn’t mean cruelty-free, these poli- Worldwide, a global public affairs until the election. The landmark legis- cy changes will spare tens of millions firm where I spent five years serving lation won by a landslide and was of birds a life crammed in cages so multinational clients and trade asso- implemented in 2015. small they can’t even fully spread ciations––including one year in New their wings. It’s not freedom, but it’s Delhi establishing the company’s That success led me to change cour- progress. Indian operation––and cultivating se professionally. I joined the farmed expertise in issue advocacy, corpo- animal protection group Compassion rate positioning, crisis and reputation Over Killing, where I successfully lob- management, litigation communica- bied the Los Angeles City Council to tions, and media relations. With this adopt a Meatless Monday resolution experience, I have seen firsthand how and campaigned to sway Subway, working directly with the decision the largest restaurant franchise in the makers who establish business world, to introduce vegan options. policies can effectively and efficiently I also spearheaded the annual U.S. influence change. VegWeek celebration to empower

21 How can our suppor- ters help you in your work?

You can support our im- portant corporate outreach work by signing up to volunteer. We’ll ask you to take easy, one-minute ac- tions right from your desk or home such as posting a comment on a company’s Facebook page or calling a CEO. Simply email us at [email protected] with the subject line “Corporate Campaigns” to be added to our corporate outreach task force and we’ll be in touch soon! What do you enjoy doing when you are not working?

I serve on the board of New Leaders Council, a prestigious association that develops emerging leaders in the U.S. My participa- tion has allowed me to introduce activists from all issue areas to the idea that animal oppression is too a social justice issue, and an intersectional one with far-reaching effects on workers, world hunger, the environment, and personal and public health.

I am also editing The Enlightenment Adventures trilogy, a series of animal rights-themed novels written by Christopher Locke, my talented partner in life and advocacy. The acclaimed What are you excited about The groundbreaking use of this first book,Persimmon working on for Animal Equa- cutting-edge technology to advance Takes on Humanity, was released lity? animal causes demonstrates AE’s last year. In addition, I love trave- creativity, vision, savvy, and heart. ling, cooking, hiking, running, indoor These are qualities I value and intend cycling, and most recently have taken I am thrilled and honored to join the to bring to the table myself as we up hip-hop dance classes. However, winning team at Animal Equality. For endeavor to enact corporate policies my favorite moments are spent with the last decade, AE has been shed- that will improve the lives of millions Chris and our animal companions–– ding light on the industries that most of farmed animals. I am also excited the loves of my life––Tin Tin, Midge, exploit animals through hard-hitting to apply my international academic Cupcake, Chico, and Rascal. undercover investigations and most and professional knowledge while recently the use of virtual reality tech- working with AE’s all-star internatio- nology via the iAnimal campaign. nal team to create change for animals

on a global stage.

22 Animal Equality is a voice for farmed animals all over the world inspiring society to adopt compassionate food choices and con- vincing companies to change policies in favour of animals. Animal Equality works to achieve long-term social change through educational initiatives, investigations, corporate outreach and legal advocacy. Animal Equality would not be possible without you. Thank you for being by the side of the defenseless and for being part of our team. You are changing the world for animals and that deserves our full admiration.

We would love to hear your opinion!

Animal Equality

8581 Santa Monica Blvd, Ste. 350 Los Angeles · CA 90069 · USA [email protected] / (424) 250-6236

Animal Equality is a 501(c)(3) non-profit organization. Donations are tax-deductible to the fullest extent of the law.

Photo credit: Pg. 2: Lindsay Helms / Shutterstock.com. Pg. 4: Timo Stammberger. Pg. 16: Nate Allred / Shutterstock.com. Pg. 18: Pixel Memoirs / Shutterstock.com, Antonio Garcia. Pg. 19: Javier Gamonal, Antonio García. Pg. 23: imagevixen / Shutterstock.com. Pg. 24: Jo - Anne McArthur / Weanimals.

23 It takes nothing away from a human to be kind to an animal –