2020 October Monthly Impact Report - Mercy For Animals
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October 2020

Monthly Impact Report

October Progress

Mercy For Animals undercover investigations have brought attention to our mission to end animal suffering—in corporate boardrooms and on legislative agendas across the world. In October, we shined a spotlight on the horrors of fish farming in the United States.

We also participated in the launch event of a new plant-based burger, hosted a rooftop concert in Mexico City, and amplified our message with the help of celebrity supporters.


Fighting for Fish

United States

We released a powerful new investigation narrated by True Blood actress Kristin Bauer that reveals how fish are farmed in the United States.

During this investigation, our cameras captured live catfish sliced in half so that their tails could be used for “taste tests.” The severed front halves—which contained the animals’ brains and much of their spinal cords—remained conscious and able to feel pain throughout this abuse. When it was over, they were thrown back into the pond.

The fish writhed on the ground minute after minute, flapping their fins and gills as though trying to swim away.


Joining Nestlé’s Launch Event


Mariana Issa, our plant-based corporate engagement manager, presented at Nestlé’s launch of the plant-based Awesome Burger. The presentation included insights on the plant-based market and how foodservice companies could boost new vegan options. Important Nestlé clients and distributors were in the audience, and we are excited to further grow this partnership.


Introducing MercyFest


We launched the first MercyFest, a socially distanced concert on the roof of a popular bar in Mexico City. Influential musicians in the Indie scene, including Sant from Little Jesus, Celest, Madame Recamier, Vanessa Zamora, Fer Casillas, and Budaya, performed hits inside a giant cage to draw attention to farmed animal issues. The concert streamed across our social media channels, racking up more than 25,000 views, and popular media outlets wrote about the event.


Partnering with Institutions to Expand Vegan Menus


Mercy For Animals renewed and expanded our Conscious Eating commitment with the Instituto Federal Sul de Minas Gerais. For the next five years, the university will work with us to reduce meat, dairy, and eggs served by 20 percent across four campuses.

We estimate this reduction could spare around 3,500 animals each year that the program is implemented.


Calling on Domino’s to Bring a Vegan Option to Brazil


Domino’s, one of the world’s largest pizza chains, is serving up vegan pies in Australia and the United Kingdom. We are now calling on Domino’s to dominate the vegan market in Brazil. One thousand (and counting) Mercy For Animals supporters have urged the company to start cooking vegan pepperoni, margherita, and four-cheese pizzas. Let them know which vegan menu item you’d like to see added.


Eliminating Cages


After negotiations with Mercy For Animals and partner organizations, major Brazilian egg processor Grupo AB Brasil committed to eliminating cruel cages for hens at its factory farms.

La Basque, one of Brazil’s best-known ice cream brands, and Oba Hortifruti, a retailer with 58 stores across 12 cities, pledged to stop using eggs from hens raised in these cramped cages.


Talking Fish with Dr. Jonathan Balcombe

United States

Fish are among the most misunderstood animals on the planet. To find out more about them, we talked to biologist Dr. Jonathan Balcombe, author of What a Fish Knows. He shared that fish have fascinating lives and can recognize other individuals—including humans. Check out the interview below.


Spreading a Message About Our Broken Food System

United States

Boston Celtics player Enes Kanter used some of his free time during COVID isolation to read up on the impact of our meal choices.

We teamed up with Enes to create a powerful PSA video that exposes how our broken food system harms animals, people, and our environment.


Spotlighting Live-Shackle Slaughter

United States

The meat industry prioritizes speed and profits over the well-being of people and animals. Mercy For Animals collaborated with television stars Elizabeth Lail, Oliver Stark, Sarah Jeffery, Elliot Knight, Fiona Gubelmann, Mark Rowley, Alicia Dea Josipovic, Ronen Rubinstein, Rhiannon Fish, Owain Yeoman, and Brett Dier to reveal the horror of live-shackle slaughter.

The animated PSA featuring these celebrities has garnered more than 40,000 views on social media.

Building a Movement

Brazil, United States, Mexico

We believe that the world’s mightiest institutions will heed the call to reform when it comes from powerful and interconnected communities. That’s why our supporters are so important.


Volunteer Hours Logged

Brazil: 1
Mexico: none this month
United States: 83


Online Volunteer Actions Completed

Brazil: 1
Mexico: none this month
United States: 2


Active Volunteer Communities

Brazil: 22
Mexico: 0
United States: 6

Growing Our Global Capacity

Through investigations and public engagement, Mercy For Animals opens eyes and hearts to the suffering farmed animals endure. Our videos, websites, and print resources empower people to join our mighty movement.

20.8 million

Social Media Impressions

Mexico: 4.7 million
Brazil: 2.7 million
United States: 13.4 million

1.4 million

Online Video Views

Mexico: 115,731
Brazil: 223,254
United States: 1.1 million


One-Minute Facebook Video Views

Mexico: 34,800
Brazil: 2,000
United States: 12,768


Media Mentions

Mexico: none this month
Brazil: 19
United States: 22


Media Hits in Top 50 Outlets

Mexico: none this month
Brazil: none this month
United States: 1

New Videos Produced This Month
We’re Not Chefs: Dirt Cups!
Plants to the People: New Jersey
Vegan Mummy Pizza Halloween Recipe
Why Are Vets Denying Care for These Animals?
We’re Not Chefs: Pumpkin Loaf

Become a Monthly Supporter

Your monthly gift will bring hope to suffering animals.

“What keeps me focused is to remember that we are their only hope.”

—Camilla, an undercover investigator in Brazil