I will look at animal activism campaigns, both previous and recent, to analyze the underlying ethics frameworks they employ. The most common frameworks include virtue ethics (appealing to people's virtues, such as compassion), rights-based (arguing that other animals are inherently deserving of better treatment), and anthropocentric consequentialist (showing that better treatment of animals leads to better outcomes, both for the individual human and for humanity at large). I will then show how some approaches have been more successful than others, leading to recommendations about how to structure campaigns going forward.