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You might not know her name, but you probably know her work: vivid, haunting photographs that capture the exploitation of animals for food, fashion, experimentation, entertainment, WeAnimalsand more. Actually, the odds that you don’t know Jo-Anne McArthur’s name have gotten a lot less likely recently, with last year’s release of the documentary The Ghost in Our Machine (directed by Liz Marshall), in which she figures as the human subject, and the publication this year of the award-winning We Animals (Lantern Books), a collection of Jo-Anne’s photographs and the stories behind them.

A decade ago, Jo-Anne interned at Farm Sanctuary, so it’s no surprise she has a soft spot for the rescued animals there. Indeed, Jo’s lens is often also focused on animals who are no longer oppressed, though she’s documented animal abuse in more than 40 countries, frequently undercover. (And as I’ve mentioned here before, one of her photos is featured on the cover of Bleating Hearts.)

I asked the Toronto resident to offer some insights into her work and advice for other activists.

What inspired you to use your lens to help animals?

I’ve always been inspired by the change that photojournalists can help create. Their lenses are a door pried open into worlds, situations and conflicts that we wouldn’t otherwise see. Advice from my friend Larry Towell, a world-renowned photographer, helped put me on the right track. He told me to focus my work on what I knew best, and what I loved. And what I love is helping animals. I started the We Animals project over a decade ago and it has since become a large archive of animal rights issues and cruelty issues from around the globe. Stepping back, though, and looking at what we can all do to help animals – is to find what you love doing, what you’re good at doing, and employ those skills to make the world a better place for animals. There are so many ways that we can all help animals. Do it in the way that you know how to do it best. You can fundraise, write, campaign, make art, hold and host events, support other organizations, volunteer, speak out, leaflet, teach, cook, etc. If you’re doing what you enjoy doing and what you’re good at, your activism will last longer and be more effective.

Why do you believe photos are such a powerful activist tool?

Jo-Anne’s work includes photographing vigils led by Toronto Pig Save, which bears witness to the suffering of pigs en route to slaughter.

Jo-Anne’s work includes photographing vigils led by Toronto Pig Save, which bears witness to the suffering of pigs en route to slaughter. Photo by Jo-Anne McArthur

Photos are windows into what’s hidden, and when it comes to animals industries, from fur farming to “food animal” farming to bear bile farming, all of these things happen behind closed doors. Those who run these industries know that people may not want to support the cruelty that goes on there, if they knew, so it’s important to have good documentation of what these facilities are like, so that consumers can learn, and make more compassionate decisions. As we all know, images can instantly draw attention to an issue in a way that text can’t. They can make people feel instantly, be it empathy or revulsion or anger or happiness. Images are a key part of the animal rights movement.

What software, sites, etc., do you recommend activists use to share their work?

There are many sites and routes for publishing images. It’s easier than ever now, of course, because of social media. But to keep people’s attention, keep them coming back to your work, the work must be constant or at least consistent. Creating an audience will get people sharing your work on a regular basis as well. Tight, ruthless editing is key, and getting editing help (by editors or photographers whom you respect, for example) is important in your learning process as well.

It’s also helpful to reach beyond the choir. Your friends and animal-loving folk are going to like your work, but reach farther, so that people who need to know about animal issues can see the work. Send your images to local publications on a regular basis, offer to do a column or supply images regularly, so that you can broaden your reach and your audience.

What advice do you have for activists who are just starting off with photography and want to use it to advocate for animals?

Documenting the work of Sea Shepherd. Photo by Fiona McCuaig

Documenting the work of Sea Shepherd. Photo by Fiona McCuaig

Just start now. As Goethe famously wrote, “Begin it now.” You don’t need to be a traveler, and you don’t need to own expensive photo gear. Start close to home. Unfortunately, animal cruelty is all around us. It’s at the local meat markets. It’s at the pet stores, where exotic animals and dogs from puppy mills are sold for profit. It’s at the local zoo, or circus, or rodeo, or fishing hole. There is much to document. Just go out and document it, and share those images via social media, local media and wherever you can. Get creative about getting your photos out there. It’s important to take really great photos, too. People turn away from cruelty; no one wants to see it, so it’s important that the images are engaging, which will draw people in, make them wonder, make them ask questions. Don’t just take photos, but, tell a story. If you are a traveler, a great way to document animal issues is to volunteer for organizations who are helping animals. Be it at an oil spill, where groups are helping save lives, or at sanctuaries that are constantly bringing animals into their care. You can document their work, and so not only do they benefit from your donated photography, but it helps promote their work, and expose the issues at hand. I’ve done this for many groups, from Farm Sanctuary to Sea Shepherd, for groups helping birds at the Gulf oil spill to groups helping end the bushmeat trade across Africa. Whatever you want to or can photograph, begin it now. The animals need you.

You see a lot of terribly distressing things in your work for animals. What do you do to keep from burning out?

Mama cow with newborn calf at dairy farm. Soon they will be separated so humans can steal mama's milk. Photo by Jo-Anne McArthur

Mama cow with newborn calf at dairy farm. Soon they will be separated so humans can steal mama’s milk. Photo by Jo-Anne McArthur

This is what so many activists struggle with. My best advice is to nurture your joy. I know that it can be hard to do that when there are billions of animals suffering at every moment. How can we be happy when this is going on? The animal rights movement has seen too many people jump in and then burn out only a few years later, because the issues are so distressing, and people aren’t taking care of themselves. Yes, there is a global emergency for animals. All the more reason to pace yourself so that you can help animals for as long as you possibly can. Whatever you need to do to look after yourself, don’t neglect doing that. Whether you need community or silence, being active of being meditative, or all of the above, look after yourself so that you have the energy to continue the fight.

It’s hard to do this. I know this! I’ve almost burned out a few times, and have needed therapy, and tools, to help myself not focus exclusively on the suffering of animals, and stay focused on creating change. A really great book that has helped me deal with Post Traumatic Stress Disorder and the onset of depression in the face of so much cruelty has been Aftershock by pattrice jones. It’s a great and useful read for activists of all kinds, who struggle with finding balance, self-care, and living in a world where most people don’t understand your point of view. Please go out and get yourself that book!

You can follow Jo-Anne on Twitter @WeAnimals. Visit her website at WeAnimals.org.

Shortly after Striking at the Roots was published, I embarked on another literary endeavor: a book about animal suffering that takes into account the many forms of exploitation that do not receive a lot of mainstream media attention. We see, read, and hear so much about animals raised for food, for example, but how often do we see a story—or even a Twitter post—concerning donkeys who toil in the brick industry, or pigeon shoots, or bear baiting, or the plight of birds in the feather industry, or xenotransplantation, or bestiality? The distressing roll call of animal abuse goes on and on.

BleatingHeartsLittle did I know in 2008 that Bleating Hearts: The Hidden World of Animal Suffering would consume five years of my life, researching or writing nearly every day. I am so pleased to say the book is being released this month in both print and electronic form (it’s already available from some online sellers). In addition to covering lesser-known topics, Bleating Hearts examines issues we hear about, such as animal testing, but may not fully understand. The contents include:

Chapter 1 – Bleating Hearts: Animals Used for Food

Chapter 2 – Dressed to Kill: Animals Used for Fashion

Chapter 3 – Trials and Errors: Animal Testing

Chapter 4 – Poachers, Pills, and Politics: The Persecution of Wild Animals

Chapter 5 – Ruthless Roundup: Animals Used in Sports

Chapter 6 – The Age of Aquariums: Animals Used in Entertainment

Chapter 7 – Animal Rites: Animals as Sacrificial Victims

Chapter 8 – Conceptual Cruelty: Animals Used in Art

Chapter 9 – The Horse Before the Cart: Working Animals

Chapter 10 – Secret Abuse: Sexual Assault on Animals

Chapter 11 – Achieving Moral Parity

That last chapter is a Q&A session with some of the leading voices in the animal rights movement. I couldn’t spend 10 chapters exploring many of the cruelest abuses imaginable and not end the book with some ray of hope. So I turned to Carol Adams, Marc Bekoff, Mylan Engel Jr., Harold Herzog, James McWilliams, and Richard Ryder, who all respond to questions relating to what it might take for animals to receive full moral parity with human beings. I think you’ll find their insights genuinely fascinating.

Here’s a short video interview I did with activist Michelle Taylor Cehn of Vegan Break that explains a bit about the book and why I wrote it. I was also on Our Hen House recently discussing the book in a little more depth.

I see Bleating Hearts as a companion to Striking at the Roots—one book examining animal exploitation and the other giving advocates tools to campaign against it.

Anita Krajnc of Toronto Pig Save, lauren Ornelas of Food Empowerment Project, Jo-Anne McArthur of We Animals, and Mark Hawthorne

Anita Krajnc of Toronto Pig Save, lauren Ornelas of Food Empowerment Project, Jo-Anne McArthur of We Animals, and Mark Hawthorne

I am especially pleased that the book features a cover photo by Jo-Anne McArthur of We Animals. (You may know Jo-Anne as the human subject of the new documentary The Ghosts in Our Machine.) Jo-Anne took the photograph during one of the vigils organized by Toronto Pig Save, an organization founded by the tireless activist Anita Krajnc. The group bears witness to the suffering of animals raised and slaughtered for food, and lauren and I were delighted to spend some time with Anita and Jo-Anne in Toronto a couple weeks ago. We participated in a demo outside one of the city’s slaughterhouses, and I was more than a little surprised to see Anita not only speak to the owner, but present him with a copy of Forks Over Knives, which he promised to watch!

Bleating Hearts: The Hidden World of Animal Suffering is available from the usual online book sellers in several countries, but if you can, I’m hoping you will support your local independent bookstore or the animal rights groups and vegan e-tailers that will carry it, such as Herbivore and Vegan Essentials. Please check my website for updates. Thanks!

“I feel like I’m a war photographer,” says Jo-Anne McArthur early in The Ghosts in Our Machine, a powerful documentary that follows her for a year as she uses her lens to bear ghosts_in_our_machine_xlg-700x1024witness to the exploitation of nonhuman individuals for food, fashion, and research. Happily, TGIOM juxtaposes this war on animals with the lives of many who have been rescued—ambassadors for the “ghosts” who go unseen in slaughterhouses, fur farms, and research labs.  After premiering in Toronto last spring and being screened throughout Canada, the film makes its U.S. theatrical debut in November in Boston, Los Angeles, New York, San Francisco, and other cities.

Director Liz Marshall frames TGIOM around Jo-Anne’s journey as she captures devastating still images of cruelty, heals the emotional wounds she experiences from her work by visiting Farm Sanctuary in upstate New York, and develops the soon-to-be-published book of her photographs, We Animals. Along the way we meet a couple who adopts two beagles saved from research labs, and learn about some of Farm Sanctuary’s residents from the shelter’s director, Susie Coston, who introduces us to cows Fanny and Sonny, a bandaged turkey named Boydstun, and a family of adorable pigs, all of whom will live out their natural lives in peace.

What makes the film especially compelling, I think, is that it covers so many issues related to animal exploitation and does so without hitting viewers over the head, often letting the animals speak for themselves. It is mercifully light on graphic images (though they’re not entirely absent), instead focusing on Jo-Anne’s use of photographs as activism. It’s remarkable how much impact her photos can have, especially when you see the context in which they were shot.

In one undercover segment at a fur ranch, Jo-Anne teams up with a European investigator, identified only as “Marcus,” who speaks of the power behind images. “When I worked [covertly] in an animal testing laboratory,” he says, “this laboratory was not afraid of property damage because this is paid for by insurance or they can pay it from pocket money. But they were afraid of somebody infiltrating them and taking photos or video.”

Jo-Anne McArthur at work in "The Ghosts in Our Machine"

Jo-Anne McArthur at work in “The Ghosts in Our Machine”

TGIOM also highlights some of Jo-Anne’s other activism, including humane education and demonstrating with her local group Toronto Pig Save, and we hear from many of the leading voices in the animal rights movement today, including anti-captivity advocate Lori Marino; Theodora Capaldo, president of the New England Anti-Vivisection Society; and Bruce Friedrich, senior director of strategic initiatives for Farm Sanctuary.

As well as being an inspiring film, The Ghosts in Our Machine is augmented by terrific music (original score by Bob Wiseman), imaginative editing (by Roland Schlimme and Roderick Deogrades), and beautiful cinematography (it was shot by Nick de Pencier, John Price, Iris Ng, and Liz herself). I hope you will take time to watch it and share it with family and friends.

Personal note: I am so proud that the cover of my new book, Bleating Hearts, features a photograph by Jo-Anne McArthur.

Two new studies examine the impact of shocking photos and video on outreach efforts.

A decade later, the photograph still haunts me. I had recently gone vegan and was looking for ways to turn my newfound passion into action when I received an email from Humane Society International about the annual slaughter of seals in Canada. Accompanying the message was a particularly gruesome image that showed the bloody bodies of dozens of freshly skinned seals scattered across the frozen landscape. Near the bottom of the photo, pondering this horrible scene, was a lone seal who had managed to escape the carnage. What must she be thinking? I wondered. Was she looking for her mother? A friend? Some answer to what had happened—and why? A few years later when I addressed in my book and in talks the role upsetting images can play in activist burnout, this was the photo that occupied my consciousness and kept me awake at night.

Not that such images don’t have a place in animal activism; they certainly do. Vivid pictures from factory farms, slaughterhouses, canned hunts, research labs, fur farms, and the like reflect society’s mistreatment of animals. They are important markers in our ignoble history. But as the animal rights movement matures—along with technology and social media—and discusses how best to frame its message to the public, the use of potentially off-putting images has become a hot topic. How and when should we use photos and videos with graphic detail in our quest to change consumer behavior? Evidence shows the repulsive approach is working in the anti-tobacco campaign, for instance, where cigarette cartons carrying images of diseased lungs are more effective at delivering the anti-smoking message than any blithe warning from the Surgeon General ever could.

Photos vs. Video

Photo: FARM

Last month, the results of two studies on the use of images in vegan outreach—each with apparently conflicting conclusions—were released. One study, conducted with funding assistance from the nonprofit FARM, showed three different photos to survey participants: one with a low level of graphic detail (a dead pig on a muddy slaughterhouse floor), one with a medium level of graphic detail (a dead pig on a bloody slaughterhouse floor), and one with a high degree of graphic detail (a dead pig with his throat slit on a bloody slaughterhouse floor). Each image’s effect on attitudes toward animal rights was measured using the Wuensch animal rights scale: a high score indicates positive attitudes toward animal rights, and a low score indicates negative attitudes toward animal rights. As explained in this FARM blog, “the low graphic detail image was the most effective, the moderate graphic detail image was less effective, and the high graphic detail image was the least effective, although this effect was not statistically significant. What this means is that, though the images affected attitudes towards animal rights to different degrees, there’s about a 15% chance we could have gotten this result even if the images had no effect.”

The second study, conducted by the Humane Research Council (now Faunalytics) on behalf of VegFund, asked people between the ages of 15 and 23 to watch vegetarian/vegan outreach videos and then complete a survey. Following the popular pay-per-view outreach model, each participant received $1.00 to watch one of four short videos. The videos were:

  • Farm to Fridge (Mercy For Animals): An intensely graphic appeal to ethics/compassion using footage of farmed-animal abuse sourced mostly from undercover investigations.
  • Maxine’s Dash for Freedom (Farm Sanctuary): An appeal to ethics/compassion by telling the story of a cow who escaped slaughter and was rescued.
  • A Life Connected (Nonviolence United): An appeal for consumers to connect with concerns about the impact of factory farming on animals, the environment, and/or human health.
  • Geico Couple (Physicians Committee for Responsible Medicine): An appeal to health concerns by telling the story of a couple who adopted a vegan diet and successfully lost weight.

After watching the video, participants were asked questions about what they learned; if they wanted more information about eating vegetarian or vegan; about their current levels of meat, dairy, and egg consumption; and whether they intended to reduce consumption of any animal products. In contrast to the study carried out with partial funding from FARM, the HRC survey found that graphic images had the biggest impact, with the grisly candor of Farm to Fridge resulting in 36 percent of participants saying they were considering a reduction of the animal products they consume—that is an average of 7 percent better than the other, much less graphic, videos, even though viewers on average were only able to endure 78 percent of Mercy For Animals’ video.

There Will Be Blood

Photo: Mercy For Animals

Based on these results, it’s tempting to conclude that when it comes to photographs, milder images rule, while shocking depictions of animal abuse are more effective in videos. Unfortunately, it’s not that simple.

“I think the FARM study is a bit flawed in how it was created, the questions asked, and the images selected,” says Mercy For Animals founder Nathan Runkle. The study measured attitudes about animal rights, for example, and didn’t ask if the image changed their perception of animal agriculture or prompted a behavioral change—such as going vegan. “The HRC study did that,” says Nathan. “It looked at behavioral change, which is really what is most important to animal advocates. You will be hard pressed to find anyone who says they want to see graphic images, but those who do see them often show more behavioral change.” Nathan says the controversial use of violent images reminds him of this—and every—presidential election. “Voters claim to be tired of and turned off by negative ads. But politicians continue to use them year after year, because they work.”

While Nathan concedes the images used in the first study are upsetting, he doesn’t believe they necessarily depict cruelty. “All three images showed an animal who was already dead,” he says. “In my opinion, that doesn’t show cruelty in a graphic light, since the animals are already dead and unable to be experiencing pain. So, you can see how in this study what is considered ‘graphic’ is already open to debate.”

Studies aside, animal advocates agree graphic images work. “Doing outreach in person, I like graphic movies in a pay-per-view or classroom setting, if you can get a teacher to show Farm to Fridge,” says Chris Van Breen, who gauges the impact in part by the comments he receives. “I have had complaints such as, ‘You should have warned me. Now I can never eat meat again. If I knew that’s what that video was, I would not have watched it.’” He’s gotten similar responses while distributing graphic leaflets. One recipient told him, “You should not be handing these out. I got that leaflet last week and have not eaten meat since then. It made me sick.” Hmm. Sounds like a winning strategy to me.

“After being a long-time vegetarian, it was ultimately seeing footage of factory farming that made me go vegan,” says Jasmin Singer, co-founder (with Mariann Sullivan) of Our Hen House. “So, yes, I think the graphic imagery works in a lot of cases. I just don’t think it necessarily will always draw people in, which is the catch-22.”

The Middle Way

“I tend to take a middle ground,” writes Doris Lin on her About.com guide on animal rights. “Probably the most graphic image I’ve published is this one of a whale being butchered in Japan. I believe that graphic images can convey a message that no words can, but I am cautious about their use. The whale is dimly lit, and the photo is from a distance, which lessens some of the horror of the scene.” A survey of readers on her page suggests that most people agree graphic imagery—provided it’s used thoughtfully—has its place in the movement.

Photo by Jo-Anne McArthur/www.weanimals.org

“I think they both work,” says Jo-Anne McArthur, whose photographs of oppressed and rescued animals can be both haunting and beautiful. “It depends on the viewer. Just as one person will see a graphic image and make a positive change based on the experience of seeing it, another person will turn their eyes from it. We are all affected by different images and therefore different tactics, which is why a variety of tactics is crucial to creating change, as history has shown in all movements.” Graphic images move some people and not others, Jo-Anne observes, but they must be part of the movement, along with softer images and softer messages, academia, sanctuaries, letter writing, public demos, leafleting—all of it. She offers an example: “When I went veg, difficult and graphic images helped me to do so. Tim Pachirat, author of Every Twelve Seconds, was undercover at a slaughterhouse for six months and still didn’t go veg! But when he did, it was after he met a rescued cow at Woodstock sanctuary.”

Jasmin sees the logic in this. “I personally have a difficult time believing that your average meat-eating Joe would click on a graphic image to look for more—but, according to these studies, I am wrong. The thing is, I am actually not wrong—but neither are they. Because posting ‘cute, fuzzy kitten’ photos—or their farmed animal equivalent—also works, right? I think in that instance, the important part would be the messaging, which would obviously need to be incredibly compelling and strategic.” That’s a point Karen Davis, founder of United Poultry Concerns, also stresses. “Right now, there are many images of human-caused animal suffering on the Internet,” she says, “but if they are not matched by a passionate verbal message—not necessarily or always exactly where the images are being shown, but as the overall ethical language and context—it seems likely that most people seeing them will say, ‘Oh, that’s terrible,’ but will not connect what they are looking at with personal responsibility or action. I also think that images of animals suffering and abject need to be in contrast to images of these same animals living in happiness—images that are not just ‘postcard’ pretty, but expressive, evocative, and moving.”

Again, Karen and Jasmin are in agreement here. “Sometimes,” says Jasmin, “it’s the happy stuff that packs more of a punch, because—as in my case—the viewer says, ‘LOOK WHAT WE ARE TAKING AWAY FROM THEM!’ The most heartbreaking thing for me about VINE Sanctuary in Vermont, for example, is that many of the chickens choose to sleep in the trees, even in the winter, even though it’s so hideously cold there.” (This natural environment is in stark contrast to the filthy, industrial conditions billions of chickens are raised and confined in every year for their flesh and eggs.)

Indeed, in addition to showing animals suffering, it’s essential they are portrayed as individuals so we don’t promote the concept of them as commodities, says lauren Ornelas, founder of Food Empowerment Project. “If we only show them suffering, we’re not showing them enjoying some semblance of a normal life,” she says. “Take ivory, for example. If you only show images of dead elephants with their tusks cut off, it affects people because we’ve all seen images of these animals walking on the savanna. Most people have a better understanding of them in a more normal situation than, say, most people do of animals like chickens.” lauren, who has taken more than her share of upsetting undercover video, believes explicit images play a crucial role in showing people how animals raised for food are treated. “Though I do tend to worry that focusing on what some might view as extreme scenes of abuse—which we know are possibly routine—might detract more than help.” A better approach, she says, are depictions of abuse that cannot be disputed, such as animals in confinement and even the mutilations inflicted on them (beak searing, tail docking, de-horning, etc.).

The last word on images has yet to be uttered—and likely never will. We can count on further discussion and more studies as the movement hones its methods and message. But for the moment, grim depictions, particularly scenes from undercover videos, seem to hold sway. Adds Nathan: “As I said before, no consumer will tell you they want to see graphic images, but the fact remains that they are undoubtedly effective in changing attitudes and behaviors. Graphic images, which are hard to ignore and impossible to forget, create an emotional connection to the issue and raise ethical discussions, and these things impact consumer behavior.”

There’s been buzz within the animal rights community for some time regarding a work in progress called The Ghosts in Our Machine by Canadian filmmaker Liz Marshall. This will be a feature-length documentary, but it will also be an online immersive narrative experience, says Liz, a director who combines cinematic storytelling with social and environmental justice issues. (Her previous film, Water on the Table, documented the quest to have water declared a human right.) The Ghosts in Our Machine not only explores the hidden world of factory farming, but it introduces viewers to individual animals, focusing on their sentience, their beauty, and their pain. These animals are the ghosts in our machine. Liz is going full blast and is about halfway through with the project, but she took some time to give us a glimpse into Ghosts.

Your work has explored a number of social justice issues, from sweatshop labor in Mexico and Bangladesh and global water rights to corporate malfeasance and the rights of girls in developing countries. What brought animal exploitation to your attention?

Two people and one animal: My life partner Lorena Elke, a longtime vegan and a highly principled activist. Her outlook has impacted me, and she has made me rethink our relationship to animals. Jo-Anne McArthur’s photographs of animals pose the moral questions I think most people grapple with. Her images have inspired the approach I am taking with the film. My late dog Troy Celina Marshall (RIP: 1994-2011) was a deep friend who taught me many essential truths. She lives on in my heart.

I have always been sensitive to injustice and the suffering around us, which is why I became vegetarian in 1988 and vegan during the making of The Ghosts in Our Machine, and which is why I am drawn to exploring social issues as a filmmaker. I have primarily focused on human rights and more recently on the environment. The animal rights’ ethos is still relatively new to me. It’s a journey of discovery into what is a complex social issue — one that needs to be considered morally significant.

It’s great to hear that Jo-Anne McArthur has a central role in Ghosts. Why did you choose to tell this story through her lens?

I started with Jo’s photographs as an entry point and visual compass to anchor the film. As I zoomed out, I saw the person and realized that she would make a compelling human entry point to help tell a complicated story. As a filmmaker, I am drawn to character-driven narratives, and several individual animals are central in the film, but I also wanted a strong empathic human at the center, and that’s Jo.  She is full of hope, empathy, courage, and she is a free spirit with a good sense of humor, too. She is also a woman on the precipice of breaking out into the mainstream as an important activist-photographer, and the film captures this arc as a symbolic backdrop.

Liz Marshall with Farm Sanctuary resident Fanny, a former “dairy” cow who was rescued before she could be sent to slaughter.

In working on this film, have you encountered any animals who had a special impact on you?

Yes. In the summer of 2011 we were in development and we travelled to upstate New York to film the first story of the film: the rescue of Fanny and Sonny by Farm Sanctuary. Fanny and Sonny were “downed” factory farmed food animals destined to be sold to a rendering plant, but they now live happily at Farm Sanctuary and continue to be featured in the film. Fanny was a “spent dairy” cow and Sonny a one-day-old dying “veal” calf. Through this story, my eyes were opened to the realities of the dairy industry, and I became vegan. Cutting out dairy continues to make sense to me, and now that I have a distance from it, I can see just how collectively ignorant society is about the dairy industry. There is a myth that cows naturally produce milk for humans. I look forward to the extensive discussions and “a-ha” moments that are sparked for people.

You’ve described The Ghosts in Our Machine as a cross-platform documentary. What platforms will it incorporate?

The Ghosts in Our Machine project offers many interactive possibilities and a community building environment that is attracting a broad spectrum of animal lovers.

On June 5th we are excited to unveil a new magazine themed website: www.theghostsinourmachine.com. Join our Facebook page — it is an active and diverse space for sharing and for dialogue. Although we are just halfway through production, we have over 2000 fans from around the world.

Here are some selected examples of our online presence:

The Ghost Free Journey (GFJ) is a bimonthly online interactive blog that to date has taken place exclusively on our Facebook wall. It has been an educational, supportive and community building initiative, and now we are pleased to announce that in July of 2012 we will officially kick off the GFJ on our website, to give it more prominence and to give it a home!

A flash-based immersive story will be prominently featured on our website in 2013 created by the Webby award-winning interactive art directors The Goggles. It will provide a full-screen interactive experience that follows me and Jo-Anne McArthur on a journey of discovery through the questions and issues of animal rights. What excites me the most is that it will be a powerful vehicle to inspire our audience to go further with the subject matter.

People can also check out our Ghost Stories and Trailers on our Vimeo channel.

What do you hope to achieve with The Ghosts in Our Machine?

A lasting awareness that as individual consumers we can make a difference for the Ghosts, each and every day.

When will people get to see it?

The feature-length documentary and the online immersive story will premiere together in early 2013. A double whammy!

How can people get involved in the discussion?

Join our Facebook page. Comment on our blogs, pose questions, share information, and your experience on our website. Follow us on Twitter: https://twitter.com/GhostsMovie

Please tell your friends about us.

UPDATE: I saw this film on September 28, 2013, and found it to be incredibly beautiful and powerful.


Welcome to the official blog for Striking at the Roots by Mark Hawthorne, your source for interviews, profiles, and advice for more effective animal activism.

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