When helping animals, good intentions aren't enough, and impact is a moral issue. The ones who who lose out when we campaign badly are the very beings we claim to fight for.

I was on the Surprising Ethics podcast, speaking about pragmatic tactics in activsm.

A few things we touched on:

- YANYA - You Are Not Your Audience - Most people don't want what you want. Start from where they are.

- The real question isn't "Am I right?" but "Does this work?" Pragmatism means choosing what the evidence says is effective - not what feels truest to us .

- Kindness usually outperforms guilt and shame.