If it's your first time running an action - it can be stressful. Below is an 'action recipe' to help.

Stephen, an activist from Vancouver, holds up a "We Are All Animals" placard.

Stephen, an activist from Vancouver, holds up a "We Are All Animals" placard.

1. Connect with us +

To get started, email mentoring@directactioneverywhere.com. We'll set up a call, get to know you, go through a quick briefing - and finally assign you a mentor to guide you further.

2. Determine Basic Details +

Date and time are most important. Location is also important, but can sometimes wait until later. It’s often helpful to scout the location beforehand, particularly if you plan to do something creative! If this is your first action, start compiling a list of press contacts.

3. Set up the event page +

Use Facebook and/or other forms of social media like Meetup. Make sure you include all information, including the date, time and location. Don’t delay on this, as the event page is a space that will allow potential participants to plan their calendars, and ask questions in the weeks prior to the event.

4. Add content +

Copy and paste details from main event page and the campaign guide to your new event page. Revise details to make locally appropriate.

5. Promote +

Ask us to add your event to our main page. Contact local groups and ask them to promote. Consider leaving posters or flyers in places where animal advocates gather.

6. Prepare Demonstration Materials +

Materials are available on our site on the Materials page, and also in the campaign guide. In some cases, we may be able to send you materials.

7. Contact the press +

A few days prior to the action, we’ll send out “template” advisories and press releases to you. Fill out the details relevant to your community, then send out to your list of press contacts. Use this press guide to help with all manner of press work.

8. Identify key people +

  • Videographers: aim to have two videographers, and if possible photographers.
  • Speakers: designate speakers, if necessary review their speakouts, and ensure that they prepare adequately.
  • Press Point Person: One person should be designated to talking to press. Make sure this person is comfortable interacting with press, and is very familiar with key talking points
  • Police Liaison: Have one person designated to talk to police if they do step in. Make sure they are familiar with your rights as protestors, and how to interact with police.

9. Practice +

Make sure all main speakers practice their speeches. Speakers must aim to be loud, clear and concise.

Some Guidelines & Suggestions for Speakouts:

  • Animal-focused. Our cause is animal liberation, and animals should be the focus of our speakouts. Our actions should center their perspective, not the benefits to the oppressors (i.e. humans).
  • Systems, not individuals. Target oppressive systems, governments, corporations, etc. that lie at the heart of animal exploitation. Occasionally we can leverage an individual's notoriety to bring attention to this issue (i.e. Chris Christie), but avoiding personal attacks helps us stay on message.
  • Storytelling. Tell animals' stories. Show them to be individuals, and do it proudly and passionately.
  • Avoid oppressive language. Take care to not use phrases or words that hurt others or detract from other anti-oppression activism. Examples include sexism, racism, ableism, etc. (A few tips here). We will make mistakes, so remain humble, listen to criticism, and keep learning, growing, and going.
  • Justice. This is about justice, and we shouldn't be afraid to say it. Empathy and compassion are great, but ultimately, whether or not we care for them, all animals deserve freedom.
  • Memorize and project. Memorize your speakout. This will make it more natural, engaging, and camera-friendly. Project, don’t yell; maintain control while speaking strongly. Be clear, and concise.
  • Inspire activists. Our main goals are to inspire activism for animals and provoke public dialogue. Persuading individuals to go vegan is great but is not typically our main objective. Ultimately, we want to inspire a mass movement of people to speak strongly for animals.

10. Execute +

The day has come. Run a pre-demo meeting, and a quick rehearsal. Then, get out there. Be confident, direct, and honest.

11. Post-event +

Post photos to social media. Most importantly, share your media with us! Name your video/photo files in this convention: chaptercity - title description. Then, upload your files here.

Other Tips for Activists +

  • Look forward. Don't be too busy.
  • Stay on task.
  • Hold your signs steady, and the right way up!
  • Deliver your lines.
  • Speak with ONE voice. Don't get distracted into separate arguments.
  • If something crazy happens, get your camera out.

Camera Tips +

  • Try out camera prior to the action - make sure it works and you are comfortable with it!
  • Make sure your cameras are fully charged, with plenty of memory
  • Hold cameras in horizontal orientation.
  • Hold cameras as steadily as possible
  • Focus on faces - don't get the back of heads.
  • Don't talk as a camera person.
  • Get to where you need to go, and take the right shot. Don't be bashful!
  • Try to have all cameras to be at least iPhone quality.
  • Primary camera NEEDS to get good shots of the entire demonstration - but also get some close-ups of activists' faces!
  • If you are filming someone on a megaphone, stay at least 5 feet away to avoid feedback noise.
  • The camera person is preferably in the position of an observant rather than a participant.