Until veganism was more widespread, Matt argued, animal liberation could not succeed on any major front. The essay also questioned the effectiveness of civil disobedience and direct action, and a perceived tendency towards self-delusion and dogmatism in vegetarian and animal rights promotion. died to be eaten, while only a minority of the movement's attention went to exposing factory farms and promoting vegetarianism) and also argued against the movement's focus on trying to get media attention through protests. This article questioned the priorities of the animal rights movement (in part by pointing out that ~99% of all animals killed in the U.S.
In their June 1998 newsletter, Vegan Outreach published a very long article called "Veganism as the Path to Animal Liberation" (now called "Activism and Veganism Reconsidered" ). He did this to become educated on the science of nutrition and to figure out what could be done to minimize the number of failed vegetarians in the future.
Jack decided to become a Registered Dietitian, which entailed three years of school and an internship. Jack continued his traveling until funds ran out in 1997. The first "Why Vegan" was printed in 1996 and distributed at 171 colleges during that year. That autumn, Jack Norris embarked on a tour of the Midwestern United States, distributing the Vegan Outreach brochure at nineteen universities. The initial 10,000 copy run was stapled, folded, and collated by hand to save money. The following year, ALA's name was officially changed to Vegan Outreach, and the campaign to hold 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.Īnother revision of the booklet, now called "Vegan Outreach," was printed in 1995. In conjunction with an upswing in civil disobedience relating to the animal rights movement, in 1994 ALA developed a booklet called "And Justice For All." It focused on the reasons to adopt a vegan diet, including the abuse of the animals involved, the impact of industrialized farming on the environment, and the benefits of consuming a plant-based diet.
This would become the foundation of Vegan Outreach's current tactic of disseminating information on college campuses and in other high-traffic areas. Though the fast itself generated some media coverage, many of the people involved felt that holding the banner in the university district was the most effective part of the fast.įollowing this event, Matt and Jack formed Animal Liberation Action (ALA) and started a campaign of holding "Stop Eating Animals" banners on street corners. On the last day of the fast, some of the protestors took a large banner reading "Stop Eating Animals" to the University of Cincinnati campus. In June of 1993, twelve activists - including Matt and Jack - held a three-day " Fast for Farm Animals" in front of a Cincinnati slaughterhouse (the logic behind this being that most animals typically go three days without food before slaughter). Their focus turned to vegetarianism in 1992, and the Animal Rights Community of Cincinnati funded the printing and distribution of 10,000 pro-vegetarian flyers entitled "Vegetarianism." As members of the Animal Rights Community of Cincinnati, Matt and Jack (along with Phil Murray, now co-owner of Pangea Vegan Products) spent the winter of 1990-1991 holding fur protests outside of cultural events. Vegan Outreach founders Matt Ball and Jack Norris met in in Cincinnati, OH in 1990.
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