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Creating smart and inclusive animated videos to expose animal abuse, inspire compassion, and empower millions to explore vegan eating
Creating smart and inclusive animated videos to expose animal abuse, inspire compassion, and empower millions to explore vegan eating
778 backers pledged $108,050 to help bring this project to life.

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    • English
    • Español (México)

$108,050

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TOGETHER WE DID IT! 28 hours before our campaign ran out, we soared past our initial goal! 

We are humbled by grateful for our hundreds of backers. Now, let's see if we can make it to $120,000 by 8:30/5:30pm on Wednesday! This money would allow us to hire a full-time market researcher AND make us the all-time number one vegan project on Kickstarter! 

Better Eating International is a 501(c)(3) nonprofit organization that is inspiring compassion and sparing animals from miserable lives and cruel deaths through smart, personalized educational videos. Our inclusive and empowering model will help create a future where animals are valued as unique individuals and no longer exploited for human gain. With a diverse and talented team armed with the latest technologies, we'll give people the knowledge and tools they’ll need to live more ethically.

If we reach our goal of $97,500, this campaign will be fully matched by a generous foundation! This will effectively double our funding to $195,000, and we will use that total to create nearly 100 short educational videos about animal agriculture and vegan eating. We'll make even more micro-targeted videos if we surpass our goal. 

Humans exploit and abuse animals in countless ways, with none being more pervasive and sickening than the billions of chickens, turkeys, fish, pigs, and cows who are killed for human consumption each year. These unique individuals are capable of feeling affection, joy, loneliness, and pain, and they are made to suffer immensely by animal agribusiness. 

Additionally, raising animals for food is a leading contributor to climate change, deforestation, and water pollution, while catching billions of fish is destroying aquatic ecosystems. Humans pay a price too: our lifesaving antibiotics are becoming less effective through use on farmed animals, farm and slaughterhouse workers are among the most mistreated workers in any industry, and 80% of staple crops are fed to farmed animals instead of people.

The only solution to these problems is to move toward a world without animal production. This will require revolutions in technology, in our institutional practices, and in our behavior, beliefs, and culture. The Better Eating team is uniquely poised to tackle this latter category.

It's time to jump-start a movement that has stagnated at around 2 percent of the population! We're aiming to see every internet-using young adult exposed to the realities of animal agriculture. Many of them will become vegan, and all of them will gain a firm understanding of the reasons to be.

We'll reach tens of millions of people each year with the same quality and depth of messaging that our movement has thus far only been able to offer on a small scale. To create such an experience, we’re organized around these core ideas:

 

We know from the best-practices of the marketing world, as well as from our team’s years of creating cause-based education for nonprofits, that long-term persuasion depends on a number of factors:

  • Repeated exposure to the same content, brand, or idea. 
  • An emotional connection to the issue being explained or the need being filled. 
  • A rational explanation for behavioral change that can be conveyed to others. 
  • A practical solution that removes as many barriers as possible.

We’re taking in all this information to develop a stockpile of hundreds of 30-second animated PSA’s that span both Why and How topics related to veganism:

Why video subjects will include: animal sentience and ethics, standard practices on farms, environmental concerns, workers’ rights, and public health. How video subjects will include: fast food options, cafeteria options, navigating grocery stores, meat replacements, dairy replacements, talking to parents & friends, and more.

Our videos will string together to persuasively convey our message to English and Spanish speakers in the US through “sequential advertising” that will be delivered to viewers on their phones, tablets, and computers over several days or weeks. Every ad will conclude by encouraging the viewer to follow our Facebook page, where they’ll be offered further targeted educational content.

By approaching vegan education primarily from an ethical standpoint, viewers deciding to change their diet are likely to develop an identity as someone who cares about animals, which will influence beliefs and behaviors beyond eating.

Everyone has their own life experience, making certain messages more powerful to some people than others. A working student at a rural community college has different needs than a young professional in a large coastal city, but they both deserve tools to make choices that better align with their values.

By tapping into the online systems used in politics and marketing, the best Better Eating content will be automatically selected for each person. The relatively quick and unexpected success of the marriage equality movement, for example, was largely due to their smart, targeted messaging choices that led to a cultural shift. It’s time that we do the same for animals.

This initial Kickstarter will fund 96 videos: 8-12 topics, created in both English and Spanish, with considerations towards age, gender, income, region, education, and other interests and characteristics.

To assist in meaningful content creation, we will encourage supporters to join a Community Advisory Panel made up of people who represent diverse backgrounds varying in race, ethnicity, gender, age, wealth/income, and location. CAP members will act as vegan focus groups, reviewing content that is directed toward their unique demographics prior to and after production.  

Using an online focus group service, we will also beta test all video content with the non-vegan general public before it reaches a wider audience, focusing the video’s clarity, credibility, and emotional weight. We’re working on longer-term assessment tools as well to measure changes to people’s beliefs, behavior, and purchases.  

We also plan to support local animal rights, vegan community, and social justice groups by directing our viewers their way using location targeting. We know that even the best online educational experience is not a full replacement for in-person networking and community support.

Animation makes it easy to explain complicated ideas and to create new videos quickly and cost-effectively. Unlike graphic undercover footage, animation escapes most online censorship, allowing us to reach millions more people. 

As we confirm the appropriate content for a specific audience segment, our Creative Team will start to tackle video creation. In just four to five days, we can turn a video script into a completed 30-second animated video.

As we continue to make videos for different audiences, our Lead Animator, Lead Designer, and Audio Engineer can begin to reuse elements of older videos to make new ones. We anticipate this will shorten the production time to two to three days.

Better Eating International’s first program is an incredibly ambitious effort. It wouldn’t be possible without a founding team of talented individuals with the combined skills to ensure that our message is culturally-responsive and effectively conveyed and delivered.

Alex and Michael have been active in social justice together for over a decade, and were behind one of the most powerful vegan advocacy programs in the animal rights movement. Michelle has years of experience in organizational and financial management plus a wealth of marketing knowledge. Jess, Thomas, Luuly, and Sina have refined their respective creative and communications trades for years at commercial and nonprofit firms. 

 

 

Kickstarter has long been a major incubator for creativity and disruption. Recent mission-driven successes have modernized childhood literacy programs for the digital age and launched collaborative games that promote social justice. It’s a platform where motivated people can achieve the near-impossible and we are proud to be joining this tradition.

Competing with the marketing force of the meat, dairy, and egg industries is not easy or cheap. By leveraging social networks, we will counter their problematic messaging on a mere fraction of their budget -- but to do so we'll need to raise $195,000. Fortunately, this campaign will be fully matched by a generous foundation, so whether big or small, your contribution will go twice as far.

 This is an all-or-nothing proposition. If we make $97,500 from our generous Kickstarter supporters, it will instantly become $195,000 -- but we can't properly undertake this effort for less. If we fall short, we get nothing. 

Back this project today and help us bring a fresh perspective to vegan education!

Our exciting backer rewards include various forms of recognition and merchandise, a personalized animation, and a strategic conversation with our Leadership Team over dinner! (And we plan to release some special bonus rewards throughout the campaign).  

To choose one of the backer levels, simply click the pledge box of your choice. We’ll follow up by email to confirm the details of your rewards. We hope you’ll enjoy these perks, but most of all we hope you’ll take advantage of the matching opportunity to do twice as much good for animals.

Note: Delivery dates for some levels reflect the latest reward offered. Our expected schedule is as follows:

  • Facebook and email recognition - throughout the campaign
  • Website and video recognition - June 2017
  • T-shirts, stickers, buttons & digital caricatures - October 2017
  • Printed caricatures & animated cameos - December 2017
  • Staff dinner - April 2018
  • Leadership Team dinner - August 2018

If we achieve our base goal of $97,500, we will be on our way to creating this revolutionary new program. However, our initial plans are truly just the beginning! After that, Kickstarter backers can expand this project in a myriad of ways. 

 

Better Eating International is a tax-exempt 501c3 nonprofit in the United States (EIN 81-4124366). All US backers will receive letters after the campaign verifying that your donation was tax-deductible (minus the market value of your rewards).  

We are committed to building a staff that is as diverse as our audience, and providing fair and living wages for our team members. With our production being handled entirely by our staff in Los Angeles, CA; Portland, OR; and across the globe, most of the income from this Kickstarter campaign (60-65%) will go towards compensating our Creative Team as they produce these life-changing resources. The other 35-40% will be spent on researching content, placing videos online, and other program costs. 

If we surpass our fundraising goal, we will shift more funds toward research and video placement, making our work even more effective and seen more widely. Our initial overhead costs have been largely offset by a handful of early donors. 

Please contact us with any questions:
(443) 738-4751
Info@BetterEating.com 

 

Risks and challenges

As stated under Meet the Team, the members of Better Eating have several decades of combined experience in this field - from both the creative and management perspective. Our Leadership Team in particular includes: Michael, the former Executive Director of a Maryland-based national animal rights nonprofit that he tripled in size; Michelle, who sits on the board for another charity, works in management at another, and is deeply involved in community building among diverse peoples of color; and Alex, who oversaw the development of several cross-country activism tours, supplemental websites, and online advertising campaigns. We have spent 8 months laying the groundwork for this project, and are completely confident that we can carry it out given adequate funding.

However, we realize ambitious projects always carry some risk. Most of our rewards don't involve delivering a physical product, but there is always the possibility of artwork production delays or other unforeseen circumstances. That's why we’ve given ourselves plenty of time to deliver rewards, and we're committed to communicating clearly with our backers.

Our educational programming will be rolled out in waves, beginning with focus group tests in summer 2017. We will start this work immediately following the success of this campaign, and do not have any reason to expect delays.

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Support

  1. Select this reward

    Pledge $5 or more About $5

    Join the Club

    All backers $5+ will receive our deep gratitude and the option to join our Community Advisory Panel.

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    Shout-Out

    Everything from the $5 tier, plus your name will be added to a public “Recent Backers!” post on Facebook before the end of the Kickstarter campaign.

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    Pledge $25 or more About $25

    Public Thanks

    Everything from the $10 tier, plus your name will be added to our special “Better Eating Initiators” thank you page on our upcoming website!

    Includes:
    • A shout-out on Facebook
    • Public "thank you" on www.BetterEating.com
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    Pledge $35 or more About $35

    Just for You

    Everything from the $25 tier, plus a Better Eating staffer will send a personal thank you email just for you!

    Includes:
    • Public "thanks" on Facebook & BetterEating.com
    • Personal thank you email
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    Pledge $50 or more About $50

    Show off your Swag

    Everything from the $35 tier, plus you will receive a special Better Eating Backers bumper sticker or button!

    Includes:
    • Personal thank you email
    • Public "thanks" on Facebook & BetterEating.com
    • Better Eating sticker or button
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    Pledge $60 or more About $60

    Make it Visual

    Everything from the $35 tier, plus your 'thank you' email will include a personal video from a Better Eating staffer!

    Includes:
    • Public "thanks" on Facebook & BetterEating.com
    • Personal thank you video & email
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    Pledge $75 or more About $75

    Make it Visual, plus...

    Everything from the $50 tier, plus your 'thank you' email will include a personal video from a Better Eating staffer!

    Includes:
    • Public "thanks" on Facebook & BetterEating.com
    • Personal thank you video & email
    • Better Eating sticker or button
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    Pledge $110 or more About $110

    Wear it on Your Back

    Everything from the $75 tier, plus you will receive a special t-shirt for Better Eating backers only!

    Includes:
    • Better Eating sticker or button
    • Better Eating t-shirt
    • Public thanks + personal video & email
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    Pledge $150 or more About $150

    Help us Decide

    Everything from the $110 tier, plus you can help us pick the t-shirt design or slogan on the t-shirt!

    Includes:
    • Better Eating sticker or button
    • Better Eating t-shirt (+ your input)
    • Public thanks + personal video & email
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    Pledge $200 or more About $200

    Caricature Yourself (no merch)

    Everything from the $60 tier, plus our Creative Team will make a caricature illustration of you, delivered digitally as a high resolution image.

    Includes:
    • Public "thanks" on Facebook & BetterEating.com
    • Personal thank you video & email
    • Caricature of you (digital)
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    Pledge $275 or more About $275

    Caricature Yourself (includes merch)

    Everything from the $150 tier, plus our Creative Team will make a caricature illustration of you, delivered digitally as a high resolution image.

    Includes:
    • Public thanks + personal video & email
    • Better Eating t-shirt + sticker or button
    • Caricature of you (digital)
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    Pose with a Pig

    Everything from the $275 tier, but your caricature illustration will include you posing with a pig, cow, hen, or baby chick, delivered digitally as a high resolution image.

    Includes:
    • Public thanks + personal video & email
    • Better Eating t-shirt + sticker or button
    • Caricature of you & farmed animal (digital)
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    Add a Loved One

    Everything from the $275 or $325 tier, but add a second person!

    Includes:
    • Public thanks + personal video & email
    • Better Eating t-shirt + sticker or button
    • Caricature of you & friend (farmed animal optional, digital)
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    Add a Fluffy Friend

    Everything from the $275 or $375 tier, but with the addition of a custom illustration of your favorite dog, cat, rat, rabbit, or any other household critter!

    Includes:
    • Caricature of you & companion animal/human friend (digital)
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Hang It on Your Wall

    Everything from the $250, $325, $375, or $450 tier, plus we’ll ship your illustration as a high-quality 8”x10” print!

    Includes:
    • Caricature of your choice (8x10 print)
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Frame It

    Everything from the $550 tier, and your printed illustration will be delivered in a high-quality black frame!

    Includes:
    • Caricature of your choice (8x10 print, framed)
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Blow it Up

    Everything from the $650 tier, but a larger 16”x20” print and frame!

    Includes:
    • Caricature of your choice (16x20 print, framed)
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Pledge $1,050 or more About $1,050

    Make an Appearance

    Everything from the $450 tier or below, and we will animate your caricature into one of our educational videos as a cameo character!

    Includes:
    • Caricature of your choice (digital)
    • Your animated cameo in a video
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Pledge $1,350 or more About $1,350

    Make an Appearance + Frame It

    Everything from the $850 tier, and we will animate your caricature and add you into one of our educational videos as a cameo character!

    Includes:
    • Caricature of your choice (16x20 print, framed)
    • Your animated cameo in a video
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Pledge $1,750 or more About $1,750

    Dinner on Us

    Everything from the $1,050 tier, plus, when you are in the same city as a member of Better Eating’s staff (see Meet Our Team), we will treat you to dinner and dessert at a vegan restaurant of your choice! Perfect for frequent travelers.
    Dinner must occur in the US by April 1, 2018.

    Includes:
    • Public "thanks" on Facebook & BetterEating.com
    • Personal thank you video & email
    • Caricature of your choice (digital)
    • Your animated cameo in a video
    • Dinner with a Better Eating staffer
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    Pledge $2,250 or more About $2,250

    Dinner On Us (w/ Merch + Print)

    Everything from the $1,350 tier, plus, when you are in the same city as a member of Better Eating’s staff (see Meet The Team), we will treat you to dinner and dessert at a vegan restaurant of your choice! Perfect for frequent travelers.
    Dinner must occur by April 1, 2018.

    Includes:
    • Caricature of your choice (16x20 print, framed)
    • Your animated cameo in a video
    • Dinner with a Better Eating staffer
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Pledge $3,000 or more About $3,000

    Animate Your Story (w/ Merch + Print)

    Everything from the $850 tier, and we will turn the story of how you became vegan or a social justice activist into a 30-second animated video, which we will post on social media!

    Includes:
    • Caricature of your choice (16x20 print, framed)
    • Animated story of your veganism/activism
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Pledge $4,000 or more About $4,000

    Animate Your Story + Dinner On Us

    Everything from the $2,250 tier, and we will turn the story of how you became vegan or a social justice activist into a 30-second animated video, which we will post on social media!

    Includes:
    • Caricature of your choice (16x20 print, framed)
    • Dinner with a Better Eating staffer
    • Animated story of your veganism/activism
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Pledge $5,500 or more About $5,500

    A Seat at the Table

    Everything from the $1,350 tier, plus Better Eating’s Leadership Team will treat you to a private dinner with all of us at a major animal rights conference or other movement event in which you and we are present. Dinner must occur no later than the Animal Rights 2018 National Conference, exact date TBA. Your travel and accommodations are not covered by Better Eating.

    Includes:
    • Caricature of your choice (16x20 print, framed)
    • Your animated cameo in a video
    • Private dinner with BEI's Leadership at an animal conference
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Pledge $7,000 or more About $7,000

    A Seat at Table + Animate Your Story

    Everything from the $3,000 tier, plus Better Eating’s Leadership Team will treat you to a private dinner with all of us at a major animal rights conference or other movement event in which we are present. Dinner must occur no later than the Animal Rights 2018 National Conference, exact date TBA.

    Includes:
    • Caricature of your choice (16x20 print, framed)
    • Animated story of your veganism/activism
    • Private dinner with BEI's Leadership at an animal conference
    • Better Eating t-shirt + sticker or button
    • Public thanks + personal video & email
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    Pledge $10,000 About $10,000

    Game-Changer

    You are our hero. Honestly, we have nothing further to offer at this reward tier other than additional gratitude. By giving $10,000 or more, you will single-handedly help us produce dozens of game-changing videos. You can select any and all rewards up to the $7,000 level, and we will customize a public recognition package for you, if you desire.

    Includes:
    • Caricature of your choice (16x20 print, framed)
    • Animated story of your veganism/activism
    • Private dinner with BEI's Leadership at an animal conference
    • Customized recognition package
    • Better Eating t-shirt + sticker or button
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Funding period

- (28 days)