How to stop a factory farm!

Behind a high grey wall in the rolling countryside somewhere in the middle of England is a farm that tells you everything you need to know about industrial agriculture.

Vivid green fields, bushy hedgerows and wooded coverts surround the ugly sprawl of yards and livestock sheds that serve as home to thousands of cattle being fattened here for the meat trade.

If you eat beef there’s a chance you’ve eaten beef from this farm as it’s one of England’s biggest. It ends up in supermarkets and restaurants and God knows where else because of the dizzyingly complex supply chains that put much of the food on our plates.

It’s a feedlot. This means the cattle here don’t graze in fields and many spend their days in barren grassless pens without shade or shelter or space to roam. 

In America, feedlot beef is common but in England’s green and pleasant land most farmers prefer to rear their cattle on pasture. After the factory systems crossed the Atlantic, a gradual shift began and there’s now a growing number of feedlots to be found on English soil.

‘You can’t keep animals like that!’

Climb up onto the wall overlooking the feedlot and you might see what I saw early one spring evening a few years ago.

In the first of a series of square outdoor pens stretching into the distance dozens of cattle were standing or lying down in rancid pools of waste and water, or on the pockets of dry ground where bales of long-soiled straw had been thrown down in an attempt to provide bedding. 

Many of the animals were caked in the grey-brown sludge – a mixture of shit and urine and other muck – that covered everything in sight and which you knew was there long before you saw it because of the foul odour that blew across the fields.

I watched as some of the cattle waded – knee deep in some cases – through the filth to reach the feed and water troughs that were fixed around the edge of the pen before plodding slowly back to huddle miserably on dry land. 

A vet later looked at pictures of the feedlot and said the conditions were “unacceptable” and “absolutely terrible” and made it known that in his opinion “you can’t keep animals like that!” He said this was a big farm and if you are carrying that number of animals “you have to have the facilities to do it properly and reduce numbers and get proper drainage in there”. He also said there was a risk that with that number of animals in those conditions any trauma “was going to get infected”. 

Conditions like this provide easy ammunition for those who believe factory farming is cruel and unjust and call for its abolition. 

They also provide an easy breeding ground for disease. Of course, any farm can succumb to infection and poor stockmanship can exist whatever the livestock system in use. I’ve seen terrible conditions on both conventional and intensive farms, but according to animal welfare advocates there’s an overwhelming correlation between factory methods and the spread of illness. 

Antibiotic abuse

To compensate there’s been an easy fix which, for years, has papered over the cracks and allowed some wholly questionable farming methods – and a good deal of bad practice – to continue largely unseen and unchecked. 

It takes remarkably little effort: some powder sprinkled into livestock drinking water there, some liquid mixed into animal feed here, an injection or two as often as is needed. 

If farm animals have been sick in all probability they’ll get better if you dose them up enough. If they are healthy and you administer them 'just in case' – preventatively you could say – they probably won’t get sick, or at least not just yet. If you feed them certain ones regularly the animals might gain a lot of weight rather rapidly, which can be useful for converting your efforts into bigger profits when the meat is eventually sold. 

What we are talking about is antibiotics. We should really call them 'wonder drugs' given the remarkable things they can do.

These powerful substances have been used on farms for at least 70 years since their usefulness for food production was first discovered by US scientists. 

But this free and easy drug use has come at a cost: the rise of superbugs. In simple terms because antibiotics have been overused – and abused – they are becoming less effective at treating diseases which have built up resistance to the drugs.

As many as 700,000 people now die every year from infections caused by bacteria which have become immune to antibiotic treatments. One study commissioned by the British government predicted that by 2050 this number could rise to 10 million deaths a year. 

Although overuse of antibiotics in human healthcare is the bigger driver of this crisis, usage on our farms and in food production is a significant factor and around two-thirds of all antibiotics globally are administered to farm animals. 

Particular problems arise when the same or similar drugs used in human healthcare are used in livestock production. This can directly result in the antibiotics becoming ineffective when used to treat human illnesses – chiefly the more serious food poisoning cases – which are transmitted from farm animals to people via the food chain. 

It’s an alarming and incomprehensible situation when the meat we buy makes us sick but the medicines we need to treat the illnesses no longer work because they’ve been overused on the farms supplying the meat in the first place.

The rise of antibiotic resistance is just one of the 'hidden costs' of intensive animal farming that I’ve reported on during the past two decades. There’s animal cruelty and suffering, of course; disease spread; pollution of our air, land and water; destruction of forests and human rights abuses linked to the crops used for animal feed; pesticide poisonings; exploitation of workers; conflicts with rural communities; the squeezing out of smaller scale farms… the list goes on. 

In the UK, as elsewhere in the world, despite this litany of shocking impacts and mounting evidence that industrial livestock production isn’t compatible with effectively tackling the global climate emergency, the direction of travel is worrying and nonsensical. 

Factory farming on the rise

In 2017, after an investigation first exposed the scale of the UK’s intensive farming explosion, then Environment Secretary, Michael Gove MP in July 2017 told Parliament: “One thing is clear: I do not want to see, and we will not have, US-style farming in this country.” 

Fine words, but in the past seven years alone the number of “megafarms” – that’s pig and poultry facilities meeting the size threshold of US Concentrated Animal Feeding Operations (CAFOs) – has rocketed by 20%, with almost 1200 farms across the UK now home to 125,000 meat chickens or 10,000 pigs. The biggest hold more than 1 million birds. 

Large-scale “mega-dairies” that confine dairy cattle year round have also proliferated, as have intensive beef units, including some farms operating feedlot systems. 

As well as those housed in the largest of farms, millions more poultry, pigs and cattle are confined in other, smaller, factory units, the numbers of which have also increased in recent years. 

It’s not just the numbers and scale of farms. Controversial global meat corporations now control swathes of the UK’s meat sector, including – most prominently – the US-headquartered Cargill, previously accused of deforestation connected to the sourcing of soy (the company said in response that it does not supply soy from farmers who clear land in protected areas) and Brazil’s JBS, some of who's own executives were previously linked to the bribery of politicians. The company has also been connected to a plethora of other scandals. 

Cargill’s UK poultry operation, Avara Foods, is currently facing legal action over its alleged role in the pollution of the iconic river Wye (the company denies wrongdoing), whilst in Northern Ireland, chicken producer Moy Park, part of the JBS empire, has faced allegations that it breached environmental rules in relation to waste discharges. (The company said in response that all trade effluent is strictly controlled and treated before it is discharged, with it undergoing additional treatment before it enters waterways.)

These cases are just the tip of the iceberg but starkly illustrate the dangers of this direction of travel. The future we are currently facing, one of environmental and climate degradation and serious threats to both human and animal health and well-being couldn't be farther from the green and pleasant land image of UK farming that has prevailed for so long. 

We know it's wrong. A 2022 survey of countries around the world found that 69% of British adults believe factory farming puts profits ahead of taking care of the climate and our environment. The survey, commissioned by the farm animal welfare charity Compassion in World Farming, also found that 81% also believe factory farming puts profits ahead of animal welfare and 66% believe it puts profit ahead of the health of people who eat animal products. 

UK governments, regulatory bodies and others have failed to stop the march of ‘Big Ag’ so it’s left to ordinary people up and down the country, whose lives can be directly affected by having a factory farm on their doorstep, to take up the baton and resist, both locally and further afield. 

This guide, which provides useful information and inspiration on how to oppose a factory farm near you and how to make sure your efforts get noticed, aims to help and support these efforts. 

Stink or swim?

One way to appreciate the problems of factory farms in the UK is to understand the level of pollution that they discharge into waterways.

To put it into perspective, just ten large agribusinesses are responsible for producing almost double the excrement that is produced by the 10 largest cities in the UK, according to a recent analysis by campaigners.

The companies, which include Avara Foods and Moy Park, have over 144 million animals in production at any one time, research suggested. A data analysis and series of interactive maps produced by Sustain and Friends of the Earth claimed these companies are responsible for up to 55,262 tonnes of animal excreta per day. (Some of the firms disputed the figures when the findings were made public.)

The analysis of where these companies operate showed that they are clustered in polluted river catchments including the Wye, Trent, Severn, Lough Neagh and the Broadland Rivers. All these businesses supply major UK retailers and none were found to have policies to prevent pollution leaching into water bodies, according to campaigners.

Click here to read the Stink or Swim report and explore the interactive maps.

Which company does your supermarket’s meat come from?

Image: Materiality / Friends of the Earth / Sustain

* Boparan refers to two companies: Boparan Holdco Limited and Boparan Private Office Limited.
** Moy Park is owned by Pilgrims Pride.

The number of US-style mega-farms in the UK is growing year on year and shows no sign of stopping.

While the concept of a mega farm is relatively new to the UK, in the US mega-farms are defined as those that hold more than 125,000 birds reared for meat, or 82,000 egg-laying hens, 2,500 pigs, 700 dairy cows or 1,000 beef cattle. These are classified by US officials as a concentrated animal feeding operation (CAFO).

An investigation in 2017 by the Guardian and the Bureau of Investigative Journalism revealed that nearly every county in England has at least one industrial-scale livestock farm, with close to 800 US-style mega farms operating across the UK.

This shift, which represented a 26% rise in intensive factory farming in six years, is transforming the look of British countryside and, crucially, the levels of pollution emitted from livestock operations and their knock-on effects on the health of our rivers and soils. It is also an animal welfare catastrophe, trapping more and more animals in crowded, cruel, unhygienic conditions. 

By 2020, that figure had risen to 944. Of these, 745 house poultry and 199 are for pigs. 

By 2022, according to the book, Sixty Harvests Left: How to Reach a Nature-Friendly Future, by Philip Lymbery, chief executive of Compassion in World Farming (CIWF) the number of megafarms in England, Wales and Northern Ireland had ballooned to more than 1099, with some holding as many as a million animals. This figure is known to be an under-estimate because a cyber-attack in 2020 made Scottish data unavailable. 

The government, for the most part, sees megafarms as good business. But the price we pay for them is too high and often – too often – it's up to civil society and local groups to speak out and try to halt their spread.

Ready to be an 'AGtivist'?

In the UK we have several organisations that campaign against industrial livestock farming. But these campaigns are much more effective if local residents – who know their area, their communities and their needs best – join in.

Very often local people are the first to raise the alarm over smells, noise and pollution. They are aware of the potential for these massive farms to drive smaller farmers out of business, leading to the takeover of the countryside by large agribusinesses, with the loss of traditional family-run farms.

In recent years, we have all become acutely aware of the dire animal welfare implications of large livestock facilities and how concentrated livestock operations can be breeding grounds for diseases that affect animals and humans. In addition, as climate change bites, it has become apparent that we need to reduce our consumption of animal foods produced from intensive operations that are responsible for a significant percentage of greenhouse gases.

For all these reasons, pushing back against industrial livestock is everybody's business.

This guide is intended to provide advice and support for those who wish to fight the expansion and/or introduction of mega farms in their local area. It contains helpful tips, advice resources and encouragement from campaigners and others active in trying to hold back the tide of UK megafarms.

UK factory farm hotspots

If you want to get more involved the first thing to know is what’s happening in your area. Early in 2024 the campaigning group Compassion in World Farming (CIWF) launched an interactive map detailing mega farm ‘hotspots’ around the UK.

These hotspots are counties where, according to CIWF, “large numbers of dairy cows, laying hens, broiler chickens and pigs are permanently housed indoors or without access to pasture.” The map also shows the overall numbers of confined livestock per region.

The top three counties with the highest number of mega farms are Lincolnshire, Shropshire and Norfolk; Herefordshire and North Yorkshire are also in the top 10. Using the map you can see the total number of animals confined in your county, it also provides data on specific animals.

Seeing where things need to change in your area is the first step to changing things.

Today, perhaps more than ever, activism is not a luxury, it’s a necessity. Every day we see examples of the inadequacies of Government, the marketplace, the economy and the legal system.

Civil society organisations, community groups and local campaigners help to address these inadequacies and put them into context, along the way providing some of the essential checks and balances in society.

Campaigners take on challenges that the public and private sectors simply can’t or won’t. They can take risks and think thoughts that are economically unacceptable to business and politically unacceptable to the government and which often go unremarked in the media.

With persistence these thoughts and actions can, eventually, form the basis of cultural and political change. But first you need to get organised.

Campaigning – the basics

A campaign is not the same as complaining – it’s also not the same as a protest. Complaining allows you to vent feelings and frustration but it’s not a strategy and it rarely leads to change. A protest is (usually) a one-off event aimed at raising awareness and demonstrating support, but does not have the impact or persistence of a campaign.

A campaign is an organised, creative and sustained effort toward a specific outcome. All campaigns – big ones and little ones – share certain things in common. You will need to:

Find your allies

Local and community groups work best when they include people with a diverse set of perspectives, strengths and skills to the task. You don’t all have to agree all of the time but you do need to be committed to working constructively and collegiately towards a shared goal. It is also important to liaise with external groups that have the expertise and can support you.

Define your goal(s) and objective(s)

Your goal is the bigger picture of what you want to achieve: what do you think is wrong and what is the big change you want to see? A clear goal or set of goals is important to every campaign and should be defined cooperatively with the whole group. Clear goals will guide not only how you work but how you communicate what you want to others. 

Your objectives are the things you think need to happen to bring about your goal such as meetings with key people, participation in local debates or media exposure. Consider using a SMART model to help guide your thinking around goals and objectives:

Depending on the goals and length of your campaign you may want to further divide your goals into short-, medium- and long-term changes.

Create a power map

It’s important to identify allies. It’s equally important to know who or what might be working against you. Whether you use an excel sheet, a whiteboard or a mindmap, it is useful to identify the people, organisations, institutions that are for and against what you want to happen. Writing or drawing helps visualise the problem, the local context, the people involved, the organisations and the institutions that can help or hinder progress. 

Identify your target

You will want to spend some time understanding how your local council works, the basis upon which permits for large livestock facilities are approved, who the key decision makers are, what their priorities are and why they might – or might not – support your campaign.

Figure out which person, group or institution has power to make change happen – this will be your campaign target. Targets can be direct – i.e. the person or other entity that has the power to grant your demands. They can also be indirect. Indirect targets are not always ‘friends’ and may even be adversaries but they may, nevertheless, have influence or persuade the direct target to grant your demands. 

Set some tactics

What activities will help you achieve your goal? Tactics are tools and a campaign focused solely on stopping a planning application will need to use more than one tool and be able to discern which one is right for which purpose. Tactics can include hosting community meetings or street stalls, producing information leaflets or posters, conducting protests, targeting individuals, companies and institutions with demands for change, legal pressure, media and social media campaigns, lobbying and influencing elected officials.

General resources

Compassion in world Farming https://www.ciwf.org.uk

Royal Society for the Prevention of Cruelty to Animals https://www.rspca.org.uk

World Animal Protection https://www.worldanimalprotection.org.uk

Animal Aid https://www.animalaid.org

PETA https://www.peta.org.uk

Sustain https://www.sustainweb.org/sustainable-farming-campaign

Nature Friendly Farming Network https://www.nffn.org.uk/resources/campaigns

Four Paws https://www.four-paws.org.uk/get-involved/take-action-to-end-factory-farming-in-the-uk

Wildlife and Countryside Link https://www.wcl.org.uk

Landworkers Alliance https://landworkersalliance.org.uk

River Action UK https://riveractionuk.com

Building a mailing list

Building and maintaining a mailing list of supporters is a crucial part of your campaign and you should start to pull this list together as early as possible. A mailing list allows you to keep others informed of your progress, can give them access to new reports and news stories, alerts for when action – such as contacting a local councillor or submitting a complaint – is needed. It can help with appeals to people with specific skills to join your group and also appeals for donations. 

Your mailing list also comes with certain legal obligations:

1. The General Data Protection Regulation (GDPR) is a European regulation that affects how personal data can be collected, stored and used. Post Brexit the GDPR was retained in domestic law as the UK GDPR. Under UK GDPR, you must have explicit opt-in consent before sending marketing emails to contacts and clear unsubscribe options which you honour promptly and you must not share the personal information of your subscribers. 
2. The UK’s Privacy and Electronic Communications Regulations (PECR) also apply. PECR sits alongside the UK GDPR and the Data Protection Act and states that you cannot send unsolicited emails to consumers without consent. It outlines specific requirements for marketing emails like providing identity details and a valid unsubscribe option. Violating PECR can lead to fines from the Information Commissioner's Office (ICO). 
3. The UK also has strict anti-spam laws. 

These data protections were aimed squarely at businesses and direct marketers, nevertheless civil society and other organisations must adhere to them. Carefully following opt-in and send requirements keeps your email programme compliant. 

The email marketing platform Mailchimp offers a free limited mailout service up to 1000 subscribers. It is a popular, flexible and user-friendly service. Using a mailout service can also help users remain GDPR and PECR compliant. 

Free Mailchimp alternatives include Brevo, MailerLite and Smart Messenger. 

Tips for fundraising

You are going to need some money.

All campaigns and projects need some materials and resources to keep them running and to help them grow.

At the beginning of a campaign, your passion for the project may lead you to think you can work for free or do it in your spare time. But campaigning can be time and resource intensive and it is good practice to pay for services rendered, even if it is a token amount.

Therefore, a consideration for how much money you will need, how soon you will need it and where it might come from should be one of your first priorities. 

Questions to ask yourself:

1. Do we need a bank account? If you are soliciting funds from donors they will feel much more confident if they are paying into a campaign account rather than someone’s personal account. Your bank/building society may require a constitution and an excerpt of minutes of a meeting to enable you to open an account.
2. Who will act as treasurer? Do you have someone with accounting skills in your group?
3. How will decisions about allocation of resources be made? Make a plan.
4. Should you have a fundraising campaign? Fund-raisers not only help to raise money but are also a great way of publicising your campaign and getting new people involved.
5. Can you get local businesses to sponsor your action? Start asking around.
6. Will you appeal to supporters via your newsletter for donations? If so, consider your messaging. Giving examples can help people identify with your situation and illustrate how every little bit of help is important. Keeping records of who has donated and remembering to thank them is also important.
7. Will you be seeking funding from larger philanthropic institutions? Small amounts of funding are available for community activities and the list of resources below may be helpful. Be aware that the application process varies in complexity from funder to funder. 

Funding resources

Directory of Social Change https://www.dsc.org.uk

Environmental Funders Network https://www.greenfunders.org

The National Lottery Community https://www.tnlcommunityfund.org.uk

Edge Fund https://www.edgefund.org.uk

Veg Trust https://vegtrust.com

GrantFinder https://www.grantfinder.co.uk/funding-highlights/funds/environment

Wild Ideas https://www.wild-ideas.org.uk/find-funding

Going Green https://goinggreen.co.uk/grants

Grants Online https://www.grantsonline.org.uk

This is the hard bit. Your key messages will inform your campaign material, your letters, leaflets, media interviews, discussions with local councillors and ultimately any objections you raise – so it’s worth taking time to get them right.

Whether you are working on your own or as part of a group, the key to winning any campaign is to persuade not just those who are already supportive but to focus on the undecided. Try writing a short position statement that summarises your arguments. This should explain the problem clearly and specify what your objectives are and explain the impact that achieving those objectives will have. 

Find your allies

Local and community groups work best when they include people with a diverse set of perspectives, strengths and skills to the task. You don’t all have to agree all of the time but you do need to be committed to working constructively and collegiately towards a shared goal. It is also important to liaise with external groups who have the expertise and can support you.

Your key messages

Once you have done this, make a list of ten key facts about why you want change. They need to be clear, easy to understand and no more than 30 words each.

These key messages relay the raison d’etre for your campaign. They are talking and debate points, they are the basis of your outreach to potential supporters and the text of leaflets, posters and social media and they can be a good way of opening conversations, either in person, or by email. They are intended to help you stay consistent with your messaging.

What’s your ‘elevator’ pitch?

Now that you’ve got your key messages make them even shorter.

An elevator pitch is a brief statement that outlines the key points of the campaign and captures the attention of the listener, whether it's a potential supporter, donor, policymaker or member of the media.

It should be a concise and compelling summary of what you want or what your campaign is all about, that can be delivered in the time it takes to ride a lift (or elevator) from one floor to another. Typically this is between 30 seconds to 2 minutes (about the amount of time you might (if you are lucky) get in a TV or radio interview or at a local council meeting.

Keep your elevator pitch in your ‘back pocket’ for when you need to communicate the essence of the campaign quickly and persuasively.

Choosing the right tactics

Tactics are a means to an end (your objective) and not an end in themselves. They are also useful for demonstrating the seriousness of your concerns and can be used to determine how much support you have for the campaign at any one time.

Some tactics – like letter writing, press releases and briefings – comprise the basic admin on any campaign. Others – like public events and stunts – are fun to plan, organise and carry out. You will need both kinds. While it's tempting to just throw every idea you have into a campaign, this can be exhausting (and expensive). The most effective tactics are thought through and strategic. They should aim to raise awareness about issues, mobilise people/communities and put pressure on decision makers.

If your campaign is likely to last a long time, think about how you might escalate your tactics over time. For instance, you might consider starting with simple low-key actions with letters, fliers and build up to petitions, street stalls, public meetings, protests and media stunts. Steady escalation for your campaign helps you judge support and make and adjust plans. If you start your campaign with your biggest idea (for instance a large protest march) and it doesn’t have the effect you hoped for (maybe because you have yet to explain your campaign and gather enough supporters), it can be demoralising and could undermine your future plans.

What works and why

All tactics have upsides and downsides. Don’t let the downsides put you off – any tactic can be useful when used in the right context and for the right purpose. Here are some of the pros and cons of common campaigning tactics:

Badges, stickers and posters

Pros:

• Low key and relatively inexpensive way to raise public awareness about your campaign
• Helps connect to a local audience
• Low commitment show of solidarity

Cons:

• Requires some design skill
• On their own not enough to constitute a campaign
• Posters only work if people are willing to display them. Flyposting/stickering in the streets is not legal, so think carefully!
• Creates (sometimes non-recyclable) waste

Door-to-door leafleting

Pros:

• Useful to alert communities to local issues
• Introducing people to your campaign and goals
• Can help pull in local support
• Raising awareness of actions such as public demonstrations petitions

Cons:

• High probability they may simply get thrown away
• Creates waste

Letter writing

Pros:

• Puts your campaign and goals in front of decision-makers and influencers
• Allows you to express more nuanced ideas
• Can be a helpful template/example for supporters who also want to write letters
• A public letter writing campaign can show public support for an issue
• An open letter signed by influential experts can be the basis of a news story
• Can help draw influential individuals to your campaign

Cons:

• Busy officials won’t appreciate or have time to read long letters.
• Template letters from campaigns, all saying the same thing in the same way, carry less weight than original compositions
• MPs and other officials may send ‘boiler plate’ or party line statements in response
• They can be ignored altogether

Campaign website

Pros:

• Raises awareness of your campaign and goals
• You get to control the message and how it is presented
• A source of information for potential supporters
• A showcase for case studies
• A platform for sharing campaign updates
• A platform for seeking donations and volunteers

Cons:

• Costs in registering a name and for hosting the site
• Costs of website build and design
• Requires constant updating and maintenance

Social media

Pros:

• Spreads your campaign message with images and videos
• Provides updates on activities and issues
• Encourages and organises supporters to join in with actions e.g. online petitions
• Directs traffic to your website
• A way to share campaign successes
• Cheap if you are just posting stories; more expensive if you are making bespoke graphics and videos

Cons:

• You will likely need more than one social media platform
• Requires constant maintenance
• May attract criticism and negativity
• May not be as impactful as you hoped

Petitions

Pros:

• Demonstrates support for your campaign and its goals
• Easy and low time commitment for signatories
• Relatively low cost depending on whether you use paper or e-petition format
• Large petitions put pressure on decision-makers
• Can be a good media story

Cons:

• Requires lots of effort to get signatures
• Needs a lot of signatures to be meaningful
• E-petitions may not attract older people without access to the internet
• Online petitions can be spammed by people using fake names undermining their legitimacy
• Responsibility to protect the privacy of signatories
• May not change anything

Street stalls

Pros:

• Meeting local people face to face humanises your campaign
• Aids understanding of others' views about problems and possible solutions
• Helps raise awareness of your campaign
• A stall can also be set up at events such as local festivals
• Useful to distribute fliers and collect signatures on a petition

Cons:

• Requires well-informed volunteers to run the stall
• Busy people may not stop to talk to you
• People may stop just to argue with you
• Requires a good location (and good weather!)
• If you are on council property you may need a permit (check with your local council)

Don’t forget to laugh

The matters we are dealing with – animal welfare, health, food system change, environment, rural degradation and loss of community – are dead serious; so much so that they can sometimes become too heavy and too paralysing.

This can cause people to walk away or shut out your message.

But even if the issue is dead serious, using humour can be a good way to reach more people. As the poet and playwright Oscar Wilde once said: “If you want to tell people the truth, you had better make them laugh, otherwise they’ll kill you.” 

In her book The Revolution Will Be Hilarious, Caty Borum, Executive Director of the Center for Media & Social Impact (CMSI), at American University, emphasises the power of comedy as a force for social justice and provides practical insights into its integration with activism. Combining humour and activism, she believes, is a powerful way of starting meaningful conversations around racism, climate change, economic disenfranchisement, addiction and more.

For more on using humour and pranks as a tool for change check out The Commons Social Change Library essay, Humorous Political Stunts: Nonviolent Public Challenges to Power.

Securing media coverage

Spreading the word through the media – the internet, print, television and radio news outlets, as well as student press and newsletters – is an important way to amplify your message. Securing media coverage sounds simple enough, but often it isn’t and when you're passionate about something it can be hard to understand why others don't necessarily see it as a ‘great story’.

What’s more, if you don’t think strategically about how you are interacting with the media you could waste a lot of time or even do more harm than good. With the media you are rarely in control of the story or how you are presented and the campaigning world is rife with stories about people who thought “the interview went really well” only to find the reporter missed the point entirely or worse find themselves portrayed in an article or TV news piece as outliers or loonies.

Remember:

• Start local If your campaign is relevant to the local area, start there. Look at the websites for local and neighbourhood radio, TV, newspapers and popular blogs. Send text for a public service announcement to college radio stations, neighbourhood newspapers and your local news weekly.
• Compile a press contacts list Identify the reporters who have covered issues that are similar to your own and find their email addresses. Keep that press list and take note of who gets back to you because you'll likely use it later.
• Cover your bases In addition to sending to targeted journalists, always send an email to the general “news tip” email address that most outlets include on a “contact us” webpage as well.
• Keep it short Writing a press release is a good way to get your message out but keep it short – no more than a page. And be prepared. Busy journalists get hundreds of press releases every day; they can – and do – ignore them.
• Use a news ‘hook’ Wherever possible use an event in the news that relates to your cause as a way of drawing attention to your cause.
• Make it personal Highlight the personal and/or local stories that help people relate to your campaign and want to support it.
• Make your story fit the medium You will need to take different approaches with different outlets.
• Who’s in charge? Delegate one person in your group as a central contact for media enquiries.
• Invite the press It sounds obvious but if you are hosting an event – make sure the local press is invited! Journalists are busy people, so send the invitations at least a week in advance.
• Staging a stunt? Again, invite the press but just in case they don’t show, make sure you have good photos and a story ready to go to social media and other outlets immediately afterwards.
• Doing a TV or radio interview? Well done! Chances are you won’t get long to speak, so hone your message beforehand (see What’s Your Elevator Pitch).

Engaging with decision makers

By engaging with influential people you can make your case directly to influence the decision-making process.

Local councils have the authority to approve or reject projects like factory farms. Policymakers and local members of Parliament may be involved in these deliberations and are also influential in the way decisions are made.

While a planning application is working its way through the system, there are usually multiple opportunities for face-to-face meetings, public meetings and council meetings where you will have the opportunity to:

• Emphasise the council’s legal obligations to ensure zoning laws, environmental regulations and public health standards.
• Advocate for more sustainable agricultural practices and stricter regulations on factory farming.
• Represent your community and remind decision-makers of their duty to protect the health, environment and well-being of the community.
• Gain valuable insights and data to strengthen your case against the factory farm.
• Hold decision-makers publicly accountable and ensure that decisions are made transparently and in the community’s best interest and not influenced by external pressures or private interests.
• Raise public awareness mobilise broader community support and create a strong, unified opposition.
• Seek support from sympathetic decision-makers who can amplify your message and add credibility to your cause.

Engaging with decision-makers requires a range of ‘people skills’ – not just the ability to take a strategic, evidence-based approach and make your case convincingly (and sometimes succinctly) but also the ability to listen and to focus on problem-solving rather than problem-finding.

By thoroughly understanding the process, presenting compelling evidence, building alliances and communicating effectively, local activists can significantly increase their chances of stopping the establishment of a factory farm in their community.

Public meetings

Pros:

• Helps to gather the community together and gauge support for your campaign
• Useful for information sharing and planning
• Connecting with others who share your views
• Gathering supporters and volunteers for actions 

Cons:

• Requires planning
• Who do you want to attend? Anyone? Supporters only? Media?
• Time and money costs in advertising the meeting
• There may be a charge for a venue
• Decisions/costs around things like food, refreshments and equipment
• Needs a strong chair and clear agenda to keep from going over time or off topic

Face to face meetings with decision-makers

Pros:

• Introduce your campaign to decision-makers
• A chance to discuss specific issues
• An opportunity to hear decision-makers’ side of the issue
• Persuading decision-makers to take some action

Cons:

• Needs careful preparation
• Can be harder to stick to your key points and hold your ground in a face-to-face situation
• You may be politely tolerated rather than heard
• Your meeting may be very short

Attending council meetings

Pros:

• Opportunity to makes your campaign ‘real’ and relatable for decision-makers
• Opportunity to ask a question or put forward a specific proposal for consideration
• Puts your request – and the council’s response – on public record
• Puts pressure on decision-makers and holds them publicly accountable
• Can help attract local media attention

Cons:

• You may not get much time to speak
• You may not get the outcome you want
• Concrete decisions may – or may not – be taken in the meeting
• Requires persistent follow-up

Demonstrations, protests and direct action 

Direct action can be an effective way of attracting attention to your cause. Until recently, the group Extinction Rebellion was leading the way in creative direct action around climate change that grabbed global headlines. In some cases it even leads to the beginnings of change. Less than a week after their Easter protests in 2019, the UK government acknowledged there was a climate emergency.

But direct action, particularly if it inconveniences people or destroys property or inflicts injury can also alienate people and distract from your core message. In some cases it can land protesters with criminal records that follow them through their lives.

The aim of any campaign is to persuade others to embrace change and sometimes words are not enough. As a last resort, or a way of escalating a campaign, peaceful protests, demonstrations, marches, sit-ins or other direct action activities have a role in re-energising, raising awareness and putting pressure on decision-makers to take action.

But consider the pros and cons before you begin

Strikes, marches and vigils to sit-ins and acts of non-violent civil disobedience and sabotage helps raise awareness amongst the general public on important topics. They can empower and give a large group of people a ‘voice’ and can directly affect decision-makers you are targeting – for instance by preventing lorries from entering a farm.

They can be an outlet for frustration and social tensions and can help re-energise a campaign, while grabbing the attention of journalists, decision-makers and the public.

But, they also require a lot of people and a lot of planning (and for some actions permits from local authorities) to be effective. They can be costly and time consuming to organise and for this reason they are best used strategically rather than routinely.

Large groups of passionate people can be hard to control and if it looks like you are going to have media attention you may find your well planned public protest gets hijacked by people pushing a different agenda than yours.

Remember, by their nature protests are adversarial and protesters can get labelled 'disruptive' and ‘radical’, making proper public discourse after the event more difficult.

In the UK and elsewhere government and police are increasingly cracking down on protests and protesters, which in some instances can raise the likelihood of arrest.

If you are organising a protest you are responsible for ensuring that any actions taken adhere to legal guidelines and prioritising the safety of all participants.

While groups like Just Stop Oil have also taken up the mantle of civil disruption employing tactics such as trespass and sabotage (and attacking historic pieces of art), in December 2022 XR announced it was moving away from public disruption tactics, prioritising “attendance over arrest and relationships over roadblocks.” It just goes to show that direct action is not something everyone agrees on.

Bringing everybody along?

Campaigning is a conversation with your family, friends, community and society at large, persuading them to take more than a passing interest in supporting a change that might not otherwise happen. 

It’s natural to want to bring everyone along but it's unlikely that you will. What is known as the 80/20 rule suggests that 80% of us tend to be quite happy to go along with the status quo, while 20% seek change. Twenty percent may not seem like much but it can be enough momentum to be the difference between change and no change. 

A more nuanced version of the 80/20 rule is the 80-15-5 rule where 80% stick with the status quo, 15% will sit on the fence, willing to be persuaded by whomever puts forward the best argument and 5% want to change the status quo. 

An important part of any campaign is to gather information and evidence. Gathering accurate and compelling information establishes credibility, builds trust with your audience and empowers you to effectively advocate for change.

Knowing the facts, gathered from reliable sources, gives your campaign legitimacy and gravitas. It is crucial when you are negotiating with decision makers and talking to the media. It also helps refine and challenge your own understanding so that you can help others understand the depth and breadth of the problem.

Factual information will help you reach your goal using clear messaging that identifies the problem you are working to address and clear messaging about what needs to happen. Failing to present strong evidence and a sound argument for change can undermine the integrity of your campaign. 

Research thoroughly

Take a dive deep into the topic of factory farming. Understand its impact on animal welfare, the environment, public health and social justice. A well-rounded understanding will strengthen your arguments and allow you to counter opposing viewpoints effectively. 

Draw from diverse sources

Information from national organisations already working on this is useful, but don't be afraid to go further afield. Gather information from a variety of sources including scientific studies and academic papers, case studies, reputable news outlets and documentaries. This helps in presenting a well-rounded perspective and minimises bias in your campaign materials. 

Focus on credible data

Blogs, social media and opinion pieces are not credible sources. Ensure that the information and evidence you use is trustworthy, peer-reviewed and from reliable sources. Misinformation can undermine the reputation of your campaign and weaken your message. 

Use visuals

Visual representations such as infographics, charts and photographs can make complex data more accessible and engaging to your audience. Likewise, video evidence of what’s really going on in factory farms or how factory farm pollution can impact the environment can be both shocking and compelling (see Getting the Big Picture). They can evoke emotional responses and effectively and immediately convey the reality of factory farming practices. (We Animals Media has an online photo collection where more than 25,000 images can be downloaded free for use in campaigns.)

Get personal

Humanise the issue and give it local context by sharing personal stories of individuals who are or will be affected by factory farming, including farmers, workers, animals, local residents and businesses and nearby communities. Personal narratives can evoke empathy and create a stronger connection with your intended audience. 

Engage with experts

Consult with experts in fields relevant to factory farming, such as animal welfare scientists, environmentalists, public health professionals, veterinarians and ethicists. Their insights can provide valuable context and credibility to your campaign.

Keep it local

It’s good to know what is going on in the world and global data can provide useful background context. But if you are trying to change things locally make sure your core arguments and examples prioritise local and national data. If you are in Trent, talking about what’s happening to animals in Texas is unlikely to be persuasive. If you are talking about pollution or greenhouse gas emissions use UK figures not global ones. 

Fact-check

Continuously fact-check your information to ensure its accuracy and currency. Misinformation can spread quickly and damage the credibility of your campaign. Stay vigilant and be prepared to update materials such as fact sheets and key arguments accordingly. 

Highlight alternatives

A well rounded understanding of your subject can help you when it comes to proposing solutions and alternatives. Showcase sustainable and humane alternatives to factory farming practices. Highlighting viable solutions can inspire positive change and encourage individuals and organisations to support your campaign.

By utilising evidence-based arguments and engaging storytelling, you can raise awareness, mobilise support and, ultimately, drive meaningful progress towards ending factory farming.

Resources

For papers and studies

The Rivers Trust, State of Our Rivers Report https://theriverstrust.org/key-issues/state-of-our-rivers

Catchment Based Approach Data Hub https://data.catchmentbasedapproach.org

Sewage Pollution Statistics https://experience.arcgis.com/experience/e834e261b53740eba2fe6736e37bbc7b/page/Map/?org=theriverstrust

Institute of Air Quality Management https://iaqm.co.uk

Magic Maps https://magic.defra.gov.uk/magicmap.aspx

Air Pollution Information System https://www.apis.ac.uk

Farming Rules for Water (2018) https://www.gov.uk/government/publications/farming-rules-for-water-in-england

Storing Silage, Slurry and Agricultural Fuel Oil https://www.gov.uk/guidance/storing-silage-slurry-and-agricultural-fuel-oil

Catchment Monitoring Cooperative https://monitoring.catchmentbasedapproach.org

Scrap Factory Farming https://library.humanebeingresearch.org

River Action, Dairy Report https://riveractionuk.com/dairy-report

For UK facts on factory farming

CIWF reports Beyond Factory Farming and Eating the Planet reports provide useful information

 Friends of the Earth https://friendsoftheearth.uk/sustainable-living/food-production-and-sustainable-farming

UK Government Farming Statistics

UK cattle, sheep and pig production statistics https://www.gov.uk/government/statistics/historical-statistics-notices-on-the-number-of-cattle-sheep-and-pigs-slaughtered-in-the-uk-2024/monthly-uk-statistics-on-cattle-sheep-and-pig-slaughter-and-meat-production-statistics-notice-data-to-january-2024

Farming Statistics evidence pack https://www.gov.uk/government/collections/farming-statistics-evidence-packs 

For local information 

Catchment Based Approach Data Hub, Working Groups https://data.catchmentbasedapproach.org/pages/working-groups

Friends of the Earth, Local Groups https://friendsoftheearth.uk/take-action/join-group-near-you

Connecting with Local Food Partnerships https://www.sustainablefoodplaces.org/members/

TCV Community Network https://www.tcv.org.uk/communities/join-community-network

Why local councils love Big Ag

Doing your research can open your eyes to new information and provoke new questions about what motivates local councils to allow large factory farms.

For instance: How much does your local council invests in industrial livestock?

A 2020 report from World Animal Protection and Feedback, A New Front in Divestment Campaigning, examined the extent of UK local authority pension investments in industrial livestock. It found that UK local councils were pouring £238 million in pension fund money into industrial livestock investments, fuelling a destructive industry which causes climate change, deforestation, human rights abuses and industrial-scale animal cruelty.

Information on how invested in factory farming your local council is could be important to your campaign. Here’s some resources to help:

• Use Feedback’s interactive tool to find out now much your local council invests in industrial livestock
• Check out this briefing for councillors on why Local Government Pension Funds need to break their link with industrial livestock and this detailed briefing on the environmental, social justice, health and animal welfare case for divestment from industrial livestock.
• Does your local council support the 2024 Climate and Nature Bill, which would require the United Kingdom to achieve climate and nature targets? Check Zero Hour’s list of supporting councils to find out. If it does, it should not be supporting industrial livestock operations.
• Write to your local councillor, MP, MSP, MS or MLA using the Write to Them platform to voice your concerns and get the latest information on its investments in industrial agriculture

Getting the big picture

The idea that a picture is worth a thousand words has become a bit of a cliché and, yet, where words fail to be persuasive pictures can speak volumes.

Some of the most successful campaigns for change have rested on photos and videos – obtained from undercover investigations can make an issue more tangible and immediate to others.

Images and videos have a powerful emotional impact. They provide a visceral representation of the realities of factory farming. Seeing the cramped conditions, suffering animals and environmental degradation first-hand can evoke empathy and outrage, motivating people to take action.

But visual evidence has another dimension. It provides transparency into an industry that often operates behind closed doors. By exposing the hidden practices of factory farming, such as overcrowded pens, inhumane handling of animals and environmental pollution, these visuals hold producers accountable for their actions.

In some cases, photographic and video evidence may be used for legal purposes, such as documenting violations of animal welfare laws or environmental regulations. Investigative journalism and undercover investigations often rely on visual evidence to expose wrongdoing and catalyse legal action.

This transparency is also essential for education and awareness. Many people are unaware of the extent of cruelty and environmental harm associated with factory farming. Photographic and video evidence serves as an educational tool, shedding light on these issues and informing the public about the consequences of their consumption choices.

Gathering photographic or video evidence is not for the faint hearted (see Going Undercover and The Long Game below), and campaigners wanting to make use of material obtained from undercover investigations should contact organisations (some listed elsewhere in this guide) engaged in this type of evidence gathering.

Q&A – going undercover

Gathering photographic or video evidence can be distressing and dangerous. It can involve trespassing, which is illegal. Think carefully and take legal advice before you begin. Anonymous is an undercover investigator who has conducted numerous investigations across different countries, focusing on factory and farm worker rights and animal welfare. Their work involves securing employment in facilities suspected of unethical practices to gather critical information and evidence.

During an investigation, how do you get your information?

The most useful source of information are other people on the farm.

It differs from case to case, but often key information like documents and medicines are just lying around. During one of the cases, I just found all the information in the farm managers office.

Why is video footage important in exposing conditions on factory farms?

I've witnessed first-hand the significant impact that video footage has in shedding light on the conditions animals endure on factory farms. By making the videos, the aim is to advocate for the welfare of animals. Ultimately, the goal is to create positive change within the industry by encouraging transparency and accountability. From the public perspective, it gets personal, taking into account that its food consumed on a daily basis. And from a legal standpoint, it's proof of wrongdoings. 

When you are on factory farms, how do you collect your footage?

Collecting footage requires careful planning and discretion to ensure the safety of both myself and the project. Typically, I utilise hidden cameras or phones to capture video or audio footage without drawing any attention.

There is no strict documenting process when it comes to undercover field work. Flexibility is key – everything adapts to the project's goal as needed.

What kinds of images or audios are you looking to collect?

It depends on the scope of the project, for example, if the project is about chicken welfare, I focus on issues regarding chicken welfare. But if I get to a point where I see wrongdoing, even if it's not specifically stated on the project brief, I go for it as these videos can be used on a later date to state that wrongdoings are happening on a systemic level. Also, depending on the project scope, they can be used as leverage identifying changes that have to happen on that farm.

What effect do video and images have in comparison to the written word?

In general, video and images have the ability to convey information in a vivid and compelling manner, it creates stronger emotions like understanding and empathy, compared to written text alone. Visuals provide a direct connection with the audience, allowing them to see and experience the subject matter first hand, transforming viewers into witnesses – it becomes personal. They provide a richer and more immersive experience, enabling viewers to engage with the investigation on a more visceral level.

In terms of trust, video and images are often perceived as more authentic and credible sources of information compared to written text. When considering statistics, video and images are far more consumed mediums compared to text alone.

What can go wrong in investigations?

From an investigator's point of view, a lot of things can go wrong. On one hand, walking into a farm for an undercover investigation is a sensory and information overload, no matter the level of preparation. The first challenge is navigating the environment and strategising the most efficient and effective way to gather as much information as possible. Also, the presence of numerous farm machines and animals poses significant risk of physical injury. Also, biosecurity considerations must be prioritised during the investigation, from a personal perspective, but also regarding the farm. And yeah, as a final note on this, it’s not a good idea to get caught with a hidden camera.

Essay – the long game

Andrew Wasley is an award-winning investigative journalist specialising in food and farming issues. In 2020 he published a long form account of his nearly - two decades undercover on the trail of the global meat industry, from which the below is extracted.

Some 70 billion land animals are produced globally for food each year, an estimated two thirds of them reared in intensive conditions. On top of this there’s billions of fish reared in often-crowded underwater factory farms, part of the vast aquaculture industry. 

As a food journalist and investigator, I’ve spent this last decade and a half probing the multiple impacts of this kind of industrial farming, as well as trying to unpick the wider cost of our love affair with meat.

This journey has taken me to farms of all sizes, from traditional smallholdings to huge Concentrated Animal Feeding Operations (CAFOs) run by some of the world’s biggest food conglomerates and growing all types of food animals including pigs, beef cattle, dairy cows, goats, rabbits, horses, chickens, turkeys, ducks and quail, as well as salmon and shrimp. 

It’s also led me into abattoirs and meat processing plants, livestock markets, ports and food factories in numerous countries.

Investigating 'Big Ag' isn’t easy. In common with other globalised sectors, it’s dominated by huge yet little known corporations where big money and vested interests prevail, along with a culture of secrecy and a widespread lack of accountability.

Shining a light on the industry’s murkier corners, therefore, often requires months of research, the sourcing of often-secret or suppressed data and documents, working with whistleblowers, as well as undercover filming.

Many of the issues I’ve covered – food safety, antibiotic resistance and superbugs, animal welfare, exploitation of workers, pollution, deforestation – were probably more marginal concerns just twenty or thirty years ago. Today, they have jumped up the global agenda and now command the attention of a concerned public as well as politicians. 

Filming

You film what you find, first a scene-setting shot, to give a sense of scale and context, then close-ups to bring details to life and then focus in on whatever seems most of interest.

Often, there’s simply too much happening to know where to film. For instance, when a shedload of chickens are being rounded up to be loaded for slaughter and numerous workers swarming around you in near-darkness. Or in a fast moving processing plant where everything is moving at seemingly break-neck speed and you're trying to keep one eye on what the camera is seeing and one on where to point it next, all the while trying to avoid being hit by the dangerous machinery behind you.

In more recent years, filming from the air has also become viable, thanks to the availability of affordable drones. Such a tactic has been successfully used to obtain footage that dramatically captured the enormous scale of some British megafarms.

Aerial pictures of the growing number of intensive beef feedlots and so-called mega-dairies on UK soil proved instrumental in highlighting how American-style farming had crossed the Atlantic, seemingly unnoticed. Unsurprisingly, weather can be the biggest enemy here, as both rain and windy conditions – not always predictable – can rapidly, and quite literally, ground filming plans at the 11th hour. 

Going undercover

Lots of farmers are happy to have you. They’ve nothing to hide and would welcome the opportunity to show you around and talk about the challenges of farming and meat production and the hardships and realities of making enough money to make ends meet. 

Sometimes though – particularly when a farm or other facility is part of a big food empire – you need to negotiate. It’s in these cases – particularly where slaughterhouses are concerned – that open filming sometimes just isn’t an option.

Then you have to rely on hidden cameras.

In the old days you could just do it – go undercover – and worry about the details later, as long as you got the goods and used common sense, adhered to biosecurity and basic health and safety rules. Now, secret filming and any covert reporting, has to be cleared in advance by editors and lawyers and much form filling, to make sure there’s ample public interest and justification for any surreptitious approaches.

In an age where legal threats and lawsuits are common and the media needs to cover its back after so many scandals, this is not only sensible, it’s essential. It shows integrity and covers you later on if things get tricky.

Documentation

Where cameras can’t go, you have to rely on other evidence. In 2016, I managed to get my hands on documents which offered a graphic insight into the suffering endured by many farm animals in British abattoirs.

The power of such evidence is hard to understate. Traditionally, activists or journalists penetrate a specific meat plant in order to capture evidence of conditions. Although such material is often compelling, the get-out-of-jail card for the meat industry is that the plant in question is the exception, not the rule and not representative of all the other meat plants. 

When data or other records capture the bigger picture however, the denials become less believable.

Threats and safety risks

Doing this type of work carries the obvious risks – not least being caught red-handed whilst working undercover, although this is rare – and colleagues of mine have been threatened or attacked whilst on assignment.

Often it’s the fixers and other on-the-ground contacts – campaigners, whistleblowers, academics, journalists, outspoken locals – who face the biggest risks, particularly in less stable, or democratic, parts of the world. They’ll still be there after you’ve left, when the headlines have subsided and the news focus has moved on. Plenty have been threatened, openly or otherwise, and worse.

In parts of the world – the US particularly – the meat and livestock industry has used legislation in order to thwart the capacity of investigative journalists and activists on the food and farming beat. The last decade has seen a wave of so-called 'ag-gag' laws introduced in many states. They sought to criminalise those intending to gather evidence of animal cruelty – and other bad practices – at factory farms and related locations.

Such unprecedented attempts to stifle these investigations were made, quite simply, because they are bad for PR and thus bad for business. They hit companies where it hurts by shocking consumers and galvanising public – and sometimes – political opinion.

Read the full version of this essay, 15 years undercover on the trail of the global meat industry, on Medium. The Guardian newspaper published a version here.

Factory farming has become a contentious issue in communities across the UK, prompting concerns about animal welfare, environmental sustainability and public health. As planning applications for new factory farms continue to emerge, it is imperative for residents to voice their opposition and advocate for alternatives. 

Engaging in the planning process allows local residents to exercise their democratic rights and have a say in decisions that affect their lives and surroundings. By voicing opposition to factory farm proposals, community members can hold decision-makers accountable and advocate for policies that align with their values and priorities.

Is there a factory farm near me?

There are several ways to find out if a factory farm has been proposed for your area.

When a developer chooses to build a new intensive farm near you, or a farming business wants to expand their existing operations they will need to submit a planning application to the local council. National animal welfare organisations may alert supporters to these applications via their newsletters, but the most straightforward way to find out if anything is happening near you is to search your local council’s website.

Don’t know your local council? No problem. Use this link to find out: https://www.gov.uk/find-local-council .

Not every local council website is user friendly, so you can also try searching the name of your local council and 'planning applications' in a web browser.

You can also use the CIWF interactive tool to find out what’s currently in area (see Time to Act).

The local impacts of factory farms

There are good reasons not to want a factory farm in your area.

Environmental impact: Factory farms are significant contributors to environmental degradation, including air and groundwater pollution, potential oils/fuel leaks and spillage from vehicles, plant and machinery, increased traffic and noise and greenhouse gas emissions. The concentration of animal waste in these operations also poses risks to local ecosystems and public health. In some areas there may be threats to ancient woodland, protected species and Sites of Special Scientific Interest (SSSI).

Public health concerns: The intensive use of antibiotics in factory farms contributes to the rise of antibiotic-resistant bacteria, posing a serious threat to human health. Additionally, the proximity of factory farms to residential areas can increase the risk of exposure to harmful pathogens and air pollutants.

Animal welfare: Factory farms are notorious for their intensive confinement of animals in crowded and often unsanitary conditions. From pigs and poultry to cows and fish, these animals are subjected to stress, disease and suffering.

Community well-being: Factory farms can have detrimental effects on the social fabric and quality of life in rural communities. They often lead to decreased property values, loss of local jobs in traditional farming sectors and conflicts over land use. By resisting the establishment of factory farms, residents can safeguard the character and vitality of their local communities. 

Promotion of sustainable agriculture: Supporting alternatives to factory farming, such as pasture-based livestock systems and agroecological practices, promotes sustainable agriculture and food systems. These methods prioritise animal welfare, environmental stewardship and community resilience and encourage the adoption of more ethical and sustainable farming practices.

Long-term vision for the future: Opposing a planning application for a factory farm is not just about the present moment; it is about shaping the future of agriculture and food production. By rejecting the expansion of factory farming, communities can pave the way for innovative and regenerative farming practices that promote the well-being of people, animals and the planet for generations to come.

Be aware, however, that the work of opposing a planning application for a factory farm is very specific, detailed and often comes with strict deadlines.

Responding to planning applications – the basics

In the UK the local planning authority (LPA) is the borough, district or unitary council for the area. Once the local council posts a planning application on their website, local residents are then give a certain amount of time to oppose or support the application.

The first thing you will need to do is obtain a copy of the planning application from the relevant local planning authority. These can be downloaded from the local council website (or you can just enter the name of your local council and the words 'planning applications' into a search engine).

Review the proposal in detail to understand the scale, location and potential impacts of the factory farm. Identify specific concerns related to animal welfare, environmental impact, public health and community well-being.

The bad news is that while your main concern may be for the welfare of the animals on the farm, animal welfare is not taken into consideration in planning applications.

The good news is there are plenty of other important considerations that are and for your opposition to be effective you will need to strategically focus on these – and if you win, then the animals as well as the environment, the food system and the larger community win as well. 

An objection needs to be specific to the application you are opposing and based on relevant planning matters such as:

• Environmental pollution, such as ammonia released by decomposing manure, risk of flooding or chemical spills or threats to fragile ecosystems.
• The scale of the farm and the intensive system used.
• Impact on traffic, parking and road safety.
• Noise and disturbance to local residents.
• The preventative use of antibiotics.

Even though animal welfare falls outside the scope of relevant planning matters you may still wish to mention your welfare concerns in your objection, though these should probably not come first.

While planning applications are being considered you will want to:

Engage with local authorities: Attend public meetings, consultations and hearings organised by the local planning authority to discuss the planning application. This is your chance to present evidence-based arguments against the factory farm, highlighting its potential negative effects on the local area. Even after you submit an official objection to a planning application keep the dialogue going with the local planning authority via email or meetings to restate your concerns.

Gather evidence: Keep collecting relevant evidence to support your objections to the factory farm, including scientific studies, expert opinions, environmental impact assessments and testimonies from affected communities. Use this evidence to substantiate your arguments during public hearings and legal proceedings.

Lobby decision-makers: Reach out to local councillors, members of parliament (MPs) and other decision-makers who have influence over the outcome of the planning application. Present your case persuasively, emphasising the reasons why the factory farm should be rejected based on its negative impacts on the local area and the broader community.

Encourage others to oppose the application. Public engagement helps councillors understand the strength of opposition among residents, so encourage supporters of your campaign as well as your friends and family to send in their own objections to the application. If you have prepared materials outlining your key arguments make sure these are distributed to interested parties to draw on in their own submitted objections. But always encourage them to use their own words when objecting to a planning application. A diversity of voices and concerns will be more effective than hundreds of people repeating the same words and phrases.

Things can move very quickly during this process so aim to stay informed about the progress of the planning application and any developments in the decision-making process. Attend relevant meetings, follow updates from the planning authority and maintain communication with other members of your coalition.

Resources

CIWF https://www.ciwf.org.uk/our-campaigns/other-campaigns/opposing-planning-applications. See also an example of one of Compassion’s formal objections.

Animal Aid https://www.animalaid.org.uk/the-issues/our-campaigns/a-good-life/animal-farming/guidance-to-objecting-to-planning-application

RPSCA https://politicalanimal.rspca.org.uk/england/local-government/manifesto-for-local-government

Sustain https://www.sustainweb.org

Viva! https://viva.org.uk/blog/fighting-off-a-farms-planning-application/

CPRE https://www.cpre.org.uk/wp-content/uploads/2019/11/How_To_Respond_To_Planning_Applications.pdf

Woodland Trust https://www.woodlandtrust.org.uk/protecting-trees-and-woods/campaign-with-us/campaign-in-your-community/write-an-objection

Wildlife Trusts has local groups throughout the UK. https://www.wildlifetrusts.org/wildlife-trusts

UK government Guidance: Protected species and development: advice for local planning authorities https://www.gov.uk/guidance/protected-species-how-to-review-planning-applications

People’s Trust for Endangers Species https://ptes.org/planning-development-and-biodiversity/

Getting legal advice

At some point you may need legal advice. Consult with legal experts or environmental lawyers who specialise in planning law. They can provide guidance on the legal grounds for opposing the planning application and assist in preparing formal objections or legal challenges if necessary.

Some solicitors are happy to provide advice pro bono – that is for free. However be prepared that legal advice may need to be paid for and can be costly.

Resources

Environmental Law Foundation https://elflaw.org/community-resource

The King’s College London Human Rights and Environment Legal Clinic Toolkit https://www.kcl.ac.uk/legal-clinic/how-we-can-help/human-rights-and-environment-rights-of-nature

Working with a national NGO

Working with a national non-governmental organisation (NGO) specialising in animal welfare or campaigning against factory farms can offer several advantages to local groups:

Expertise and resources: NGOs typically have access to experts in various fields such as law, advocacy and environmental science. They can provide valuable insights, research and resources to support local campaigns.

Networking opportunities: Often NGOs have extensive networks with other organisations, policymakers and experts. This can help local groups connect with influential stakeholders and build coalitions to amplify their message and impact.

Media reach: National NGOs often have established relationships with the media, which can help local campaigns gain visibility and coverage. They may have press contacts and strategies for getting media attention that can benefit the local cause.

Campaign coordination: Working with a national NGO can help ensure that local efforts are coordinated with broader campaign strategies. This can prevent duplication of efforts, maximise resources and create a more unified and effective advocacy approach.

Policy influence: NGOs often have experience advocating for policy change at higher levels of government. They can provide guidance on effective advocacy strategies and leverage their influence to push for legislative or regulatory changes to address factory farming issues.

Legal support: If legal action is necessary, national NGOs may have legal experts who can provide support and advice to local groups. This can be invaluable in navigating complex legal processes and mounting effective challenges to factory farm operations.

Capacity building: National NGOs can offer training, workshops and educational resources to help strengthen the capacity of local groups. This can empower activists with the skills and knowledge they need to effectively advocate for change in their communities.

Long-term sustainability: By partnering with a national NGO, local groups can tap into sustained support and expertise, which can help ensure the longevity and sustainability of their campaign efforts beyond immediate victories.

Some large campaign and advocacy organisations actively work with local groups. Compassion in World Farming, for instance, has a Supporter Engagement Team you may wish to contact to see if they can support your efforts. Animal Aid may also be able to advise and promote your requests for others to object to planning applications in your area.

These kinds of local/national collaborations can amplify the impact of local campaigns against factory farms by providing expertise, resources, networking opportunities and strategic support to help achieve their goals.

Did you win? Did you lose? Sometimes it’s that black and white, but very often it isn’t.

Stopping a factory farm is clearly a ‘win’ and you should take time to celebrate the good work you have done.

But even if this was the outcome, more farms may be in the pipeline and new campaigns may be needed. If you didn’t manage to stop it this time around, there may be opportunities to try again further down the line, or support others in a similar situation, with the knowledge you have gained along the way.

Most campaigns have a defined period of action and it’s important to check how you are doing along the way. But as your campaign draws to a close, it’s a good time to assess how well you did against your stated goals, which actions were most effective and which ones didn’t really work.

Campaigners evaluate the effectiveness of their campaigns through a combination of quantitative and qualitative metrics.

Quantitative metrics look at the numbers. For example, if the goal was to collect a certain number of signatures on a petition, how well did you do? If you held an event, how many people showed up? What was the volume of social media engagement (likes, shares, comments) and which actions expanded the campaign’s reach and resonance. You will want to know these things to better understand whether the campaign reached the desired level of visibility and support.

Qualitative metrics are harder to gauge because they are generally descriptive and observational and framed around perceptions. What feedback did you get from your community and partners? Did you conduct surveys, hold focus group discussions or engage in one-on-one conversations with supporters and local residents to understand their perceptions and experiences related to the campaign? If so, what did you glean from this? This qualitative feedback can reveal insights into the campaign’s strengths and areas for improvement that are not immediately apparent through quantitative data alone. For instance, understanding why certain messages resonate more than others or identifying unforeseen barriers can help refine future strategies and tactics.

Finally, it's important to look at the broader impact of your efforts on public opinion and policy changes. This includes monitoring media coverage to see how the campaign is being portrayed and whether key messages are being accurately communicated. Additionally, tracking the responses and actions of local decision-makers and other influential stakeholders during your campaign can indicate whether you influenced policy discussions and decisions.

Doing the ‘end-of-campaign’ admin

It's good practice not to simply walk away from a campaign at the end but instead to do the admin necessary to wrap it up properly.

Make a file of your activities, letters, research, reports, emails and other communications. Make sure your contact list is up to date. This file can be on a computer or a physical file – or more likely a combination of both – but it should be a record of all you have done and all the people you’ve spoken to. Decide, also, who will have responsibility for keeping it safe and intact. This is good general practice, but also a good way to mark the end of your work – and it may also come in handy if you decide to campaign again.

In addition make sure you:

Create a final report Compile a comprehensive report that includes an overview of the campaign, data analysis, feedback, key learnings and recommendations for future campaigns. This report can serve as a valuable resource for the organisation and other activists and may be a requirement of those who funded your campaign.

Recognise team efforts Host a debriefing session or celebration event to acknowledge the hard work and dedication of all team members and volunteers. Express gratitude and highlight individual and collective achievements.

Seek feedback Conduct surveys or interviews with team members, volunteers and key stakeholders to gain insights into their experiences and perspectives on the campaign’s effectiveness.

Acknowledge partners Don’t forget to express thanks to the partners you worked with. Consider how best to maintain and strengthen relationships with allies, partners and supporters who were involved in the campaign. These networks will be crucial for future collaboration and support.

Share your story Communicate the campaign’s successes and key outcomes to the broader community and supporters through newsletters, social media updates and press releases. Celebrating publicly can help maintain momentum and morale. And if things didn’t work out so well, share this too; acknowledge all the hard work in the face of adversity and seek support and reflections from others on what happens next.

Sustain momentum There might be a next time so identify ways to keep the community engaged and informed about ongoing or related issues. This could include launching new initiatives, continuing advocacy efforts or organising educational events or a regular email newsletter.

Rest and reflection

Campaigning is mentally, emotionally and physically demanding. It’s important to take care of yourself and to check-in with colleagues about their well being, all along the way. But rest and reflection after a period of intense campaigning are especially important, for several reasons:

Mental and physical health Campaigning can be highly demanding, both mentally and physically. Continuous stress and exertion can lead to burnout, which diminishes your effectiveness over time and can have serious health consequences. Taking time to rest, eat well and seek relaxation allows us to recover our energy, reduce stress levels and improve our overall well-being.

Reflective learning Reflection is a critical component of personal and organisational growth. Reflection allows for celebrating successes and acknowledging the hard work of everyone involved, which can boost morale and a sense of achievement. After an intense campaign, it’s important to take a step back and evaluate what worked well and what didn’t (see also Measuring Success). This reflective process helps identify successful strategies and tactics, as well as areas that need improvement.

Strategic reassessment A period of rest and reflection provides the opportunity to reassess broader strategies and goals. Campaigners can review the impact of their efforts, understand changing dynamics and adjust their approach to future actions accordingly. This might involve redefining objectives, reallocating resources, or shifting focus to more pressing issues. Strategic reassessment ensures that future efforts are more targeted and effective, aligning better with evolving circumstances and goals. This pause also allows campaigners to reconnect with their initial motivations and recharge their commitment to the cause, leading to more passionate and focused advocacy.