Event Log

Format

JFA pay-per-views are informational video events, and they have three main components:

1. Viewing and listening devices loaded with a 4-minute video that shows and describes the standard practices of animal agriculture.

2. A monetary incentive for bystanders to watch the video.

3. A follow-up conversation for those who are interested.

These events are nonviolent, effective, and perfect as solo or two-person activism. All events are held on public property. All equipment and materials are provided.

Best Practices

Messaging

• Do not have anything with vegan messaging visible

• If asked what the footage is about, here are a few possible responses:

  • • It's about our food system

    • It's about animal agriculture

    • It's about the ______ industry

• During post-viewing conversations, be clear that speciesism is the problem and veganism (not reducetarianism) is the goal

• If asked if we are PETA, clarify that we are not—we are Justice for Animals, an independent local organization

• If asked about our source of funding, clarify that we rely both on self-funding and charitable donations

• For signage, it can be useful to avoid mentioning a dollar amount; this generates more curiosity and allows you to always use the same signs

• If possible, visibly hold and show cash, either with a sign or alone

• QR codes are effective for providing links to resources without revealing what the demonstration is about

• If young viewers wish to watch, be clear that the video contains strong footage but that they may stop the video anytime and keep the money

Payment

• We recommend paying a $2 bill per view; $2 bills get a lot of interest and attention and leave viewers with a souvenir

• Pay viewers before they watch; this shows trust and is a positive surprise for the viewer, and it makes it easy to track who's been paid

• If a viewer does not watch the entire video, let them keep the money

• If you change the amount being paid per view mid-event, do so while no viewers are around

Footage

• We recommend using What Cody Saw, although similar videos, such as 10 Billion Lives and Farm to Fridge, are acceptable. 

Post-Viewing

After a viewer has finished watching the video:

• Engage them in conversation about it if they seem interested

• Offer them supplementary resources (JFA card, literature, etc.) if they seem interested

• Clean the headphones with a sanitary wipe

• Ensure the device screen has returned to its pre-video state

Tracking

At each event:

• Track the number of conversations had

• Track the dollar amount paid per view that day

• Track the total dollar amount paid to viewers

• Take photos if and when possible

Reporting

After each event, send the following to Isaac Nickerson:

• The date, time, and location of the event

• The number and names of volunteers present

• The number of conversations had

• The dollar amount paid per view that day

• The total dollar amount paid to viewers

• Photos for posting on the website

• The general response (positive, negative, etc.) from viewers

• Any particularly noteworthy interactions (positive or negative)

• Any insights gained that could be used for process improvements

• Any funds, equipment, or resources needed for future events 

Security

• Never leave equipment unattended

• Secure viewing devices to the table

• Hold events only on public property or private property you've been permitted to use

• If a viewer objects to their photo being taken, delete the photo

Optics

• Avoid obstructing the banners

• Avoid an "empty table"; when there are no viewers, have a volunteer watch

• Minimize distractions, such as phone use

Equipment

• Alcohol wipes - for cleaning headphones after use

• Audio splitters (6) - one per iPad

• Banners (2) - six feet long, one per long table side

• Bike lock (1) - for middle of table, for tying iPads to

• Bungies (2) - for securing table to handcart

• Cash - $200+ in two-dollar bills

• Clicker counter - optional

• DSLR camera - ideally DSLR

• Handcart - for transporting table

• Headphones (12) - two per iPad

• iPads (6) - three per long table side, one per short table side

• JFA cards - for after viewings/conversations

• Literature - for after viewings/conversations

• Locks (4) - one per bottom banner corner, for weight

• QR code buttons (6) - three per long table side

• Safety pins (6) - three per banner, for securing to tablecloth

• Shoelaces (6) - one per iPad, for tying to bike lock

• Signs - for holding

• Table - folding, six feet long

• Tablecloth - fitted

• Water - for hydration