When your advocacy issue has been agreed, and the overall research carried out, it is good practice to target your research. To do this, you first need to determine your target audience (or priority target audience). Then your research reports can be tailored in order to have maximum impact on this audience. The process of targeting may also involve further research.
Your preliminary research and analysis will help you to identify the key targets for your advocacy, and how you can best influence them (e.g. through secondary targets), as in Section 6 of this module. Then you can decide whether to produce one report (e.g. if the needs and interests of your targets are sufficiently uniform) or a number of targeted reports in multiple formats (if their needs and interests are very different, but they are all important to your advocacy). This is both a strategic and a cost-benefit decision!
Another reason for preparing targeted reports is when you seek to link your animal welfare issue into another issue of topical concern. This is often useful in arenas (such as development or the environment) where animal welfare is still viewed as a marginal issue.
Similarly, you may use targeted research for specific political forums, or conferences on specific issues.
However, even in such targeted reports never miss the opportunity to stress your primary concern, and to build understanding and acceptance for animal welfare.
In targeting, relevant research findings are presented in multiple formats, tailored to each audience, with the information needs of policy makers (content and format) being taken into account.
In targeting, you should always bear in mind the needs and interests of your target audience. This will affect details such as the length, content, language, presentation, and timing of your reports. For example, politicians and busy policy makers are deluged with information, and simply do not have the time to absorb long written materials. In this case, a very brief summary report is a good idea (preferably with a brief and impactful ‘ask’, or ploy to draw the reader in, at the very beginning).
The use of visual or audio-visual materials is also a key consideration. In animal welfare issues, these can add emotional impact to the written word.
Targeted reports can also be used as ‘asks’ or submissions on a topical political issue or legislative review, or to influence international conferences e.g. Summits, such as Rio+20 (Earth Summit follow-up).
Research can also be used for instructional or educational uses (for example, as course materials or within educational resources).
In addition to farm animal welfare issues per se, some CIWF reports are targeted to link into other topical issues, such as:
In addition to reports on animal welfare issues, WAP has targeted a number of its reports to other relevant issues. For example, in the factory farming section these include:
WAP also produces reports in a number of languages.
Also of interest is the WAP report on:
This provides practical examples of how farming in developing countries can improve animal welfare. WAP has partnered the Food Animal Initiative (FAI), which runs model farms providing examples of best practice in sustainable agriculture and animal welfare, which can be replicated.
The HSUS and the RSPCA both target animal welfare audiences and the animal care communities in their countries, as well as the usual advocacy/campaigns audiences. They give out advice on practical animal welfare issues, based on best practice. This is useful and practical targeting given the large number of animal welfare organizations in their countries.
The science group – authoritative science-based reports
All about animals, including animal care
Reports are produced by each of their animal issue teams (companion animals, research animals, wildlife, farm animals)
The above include the following: