Outreach is easy to overlook. It might be viewed as less exciting than, say, investigations and liberations. And it can sometimes seem like a hard slog. However, if we are to bring about the societal change needed to end animal exploitation, we have to tackle the root cause: demand.

This presentation will explain why, in researching his book and carrying out the 60+ interviews, Martin's belief in the power of outreach was reaffirmed. He will set out why it is such an important part of the mix and will include specific examples of how it has made a major difference.

As a movement, we should not underestimate outreach and, indeed, we need to scale up our efforts. We must not be shy about talking about animal exploitation at every opportunity, and we must not underestimate the potential ripple effect of every person we persuade to join the cause. You never know what that person will go on to do.