February Progress
In February, Mercy For Animals released a new strategic plan to guide us in our mission for the next three years. The plan is another step toward achieving our ultimate vision of a world where animals are respected, protected, and free.
Taking Viewers Inside a Chicken Farm
United States
The New York Times released a new video featuring devastating footage taken by Mercy For Animals inside a factory chicken farm. The video, which reveals chickens bred to grow so large so fast they can barely stand living in a dark, overcrowded barn, has racked up more than 200,000 views on YouTube.
This video, one in a three-part series that examines how our food system impacts animals, people, and the planet, exposes the terrible truth about life for chickens trapped in factory farms.
Mercy For Animals has launched a new campaign, Life of Chickens, to demand change from retailers and expose the chicken industry’s widespread abuse.
Introducing a New Three-Year Strategic Plan
Global
Mercy For Animals has released its 2022–2024 strategic plan.
As part of the plan, we have identified five organizational priorities for the next three years:
- Decrease the number of animals in the food system
- Reduce suffering for farmed animals who are trapped in the food system
- Build people power and increase public awareness to drive change
- Develop solutions that speed the transition from industrial animal agriculture
- Create a thriving internal culture and strong infrastructure
While these priorities will guide Mercy For Animals’ actions, each regional team—Brazil, East and Southeast Asia, India, Mexico, and the United States and Canada—has also set its own strategy.
Influencing Government Oversight
United States
Mercy For Animals is calling on the U.S. government to add someone with an understanding of animal protection, as well as the environmental damage industrial animal agriculture causes, to the National Advisory Committee on Meat and Poultry Inspection (NACMPI).
NACMPI was established in 1971 to advise the USDA secretary on issues related to farmed animal slaughter, food inspection, and food safety.
Of NACMPI’s 20 members, 15 are closely connected to the animal agriculture industry.
Reducing Animal Suffering
Canada
Fat Bastard Burrito, a quick-service burrito chain with 57 locations in Ontario, Canada, has adopted the Better Chicken Commitment after discussions with Mercy For Animals.
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.
90
Volunteer Hours Logged
Brazil: none this month
Mexico: none this month
United States: 90
5
Online Volunteer Actions Completed
Brazil: none this month
Mexico: none this month
United States: 5
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.
6.3 MILLION
Social Media Impressions
Mexico: 462,148
Brazil: no data reported
United States: 5.9 million
692,004
Online Video Views
Mexico: 87,503
Brazil: no data reported
United States: 604,501
67
Media Mentions
Mexico: none this month
Brazil: none this month
United States: 67
1
Media Hits in Top 50 Outlets
Mexico: none this month
Brazil: none this month
United States: 1
New Videos Produced This Month
Investigation Exposes One of the Cruelest Dairy-Industry Practices
Never-Before-Seen Footage Reveals the Life of Chickens on Factory Farms
DRONE vs Animal Abuse
DRONE reveals LIVE animals being auctioned off like OBJECTS
VIEW OUR YEAR-TO-DATE PROGRESS AT
MERCYFORANIMALS.ORG/IMPACT
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“What keeps me focused is to remember that we are their only hope.”
—Camilla, an undercover investigator in Brazil