|Friday, 14.09.2012 17:30-18:20 Room B|
|Media and animal rights|
|The role of the media to advance animal rights|
|Silvana Andrade, Lobo Pasolini|
The media is known as the 4th Power and it is the most powerful means to reach all communities, all walks of life, in a very fast and effective way. Our presentation will focus on the importance of press to support AR and advance the cause. We will expose strategies to disseminate the concept of AR inside the media itself and introduce ANDA`s mission. ANDA is responsible for opening an important channel of communication among journalists working in different media types, bringing to light issues that hitherto have not been given enough attention or been appropriately debated in the public sphere. ANDA`s purpose is to serve as a reference to society as a whole, responding to each and every question people might have, and to promote a new stance towards animal rights. Since its foundation, ANDA has become one of the most popular websites in the world and ranks among the top 40,000 web destinations. It currently receives an average of 30,000 unique visitors per day. Last year it became one of the recipients of the Supreme Master TV World Compassion Award. Apart from that, ANDA has scored several victories with its news breaking coverage, having prompted TAM airline to stop carrying primates from Brazil to the US. It also convinced high street retailer Arezzo from using fur in its collections. The organization has over 38,000 Likes on Facebook (https://www.facebook.com/ANDAnews) and more than 13,300 followers on Twitter (@andanews).