It’s not just about being against cruelty. It’s about being for compassion.
Stay positive, joyful, and optimistic in your activism, even in the face of adversity. Understand that most people continue to consume animal products because they are unaware of the hidden cost - animal cruelty - not because they are bad or apathetic. Offer information, support, and resources in a friendly and supportive manner, as few people have begun their journey toward a compassionate lifestyle by being shamed or ridiculed. Turn anger and frustration into motivation to be as effective as possible.
The lifeblood of Mercy For Animals is our undercover investigations of animal agriculture.
The people of California clearly have the right to prohibit the sale of a product that is the result of abject animal abuse.
