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Essay

Give them no ammo

Say it in the principle's language.

03Give them no ammo

Loose words are rounds they fire back at you. Every imprecise phrase becomes a deflection. Say what you mean in the language of the principle and there is nothing to grab.

Say 'your victims'

Instead of 'this cow' or 'the animals on screen,' say your victims. It personalizes accountability. Your victims cannot turn the volume down.

Gave ammo

Look at this pig on the screen — isn't that terrible?

Gives nothing

These are your victims. You are responsible for this until you live vegan.

Someone, not it

Do not refer to animals as it or things. Say someone, they, individuals. The shift from object to someone is irreversible once they feel it.

Step 2Step 4Step 6Objectifying Language

Unacceptable terms in outreach

Do not say meat eater, omnivore, carnivore, vegan journey, baby steps, or animal products. Animals are not products, say flesh, milk, eggs, skin. Say non-vegan; adults are not babies.

Never say animal products

Never say animal products or products of animal exploitation, animals are not products. Name what they are: flesh, milk, eggs, skin.

Gave ammo

Do you consume animal products?

Gives nothing

We exploit them for flesh, milk, eggs, and skin.

Checkpoint

Spot the line that holds the frame. Pass each unit at 70% to complete the course and earn your certificate. Nothing is locked, and you can retake it as many times as you like.

Which line gives them nothing?
Which line gives them nothing?