ARCO's Abolitionists - A Vegan Forum

PROJECT DESCRIPTION

“I’m Vegan” is a series of short documentary profiles featuring vegans from all walks of life, produced with an eye toward addressing preconceived notions about vegans and veganism. Each profile will be uploaded to YouTube, Google Video and other sites where media is hosted for free viewing. Users will be invited to share the videos on their social networking profiles at Facebook, MySpace and elsewhere, including blogs and other websites they may have.

The various profile subjects are followed by a camera as they go about their daily business, all of which is edited around the central narrative of an interview that provides the structure and the context to counter negative stereotypes of vegans and veganism, and to promote veganism by portraying it as healthy and positive.

To maximize variety and diversity, interviews will be conducted with vegans around the country to meet a goal of capturing a few dozen profiles. These profiles will stand alone on the internet, but the director and cinematographer will also capture “b roll” footage to add to a feature-length documentary that weaves all the profiles together as part of a road trip to meet vegans around the U.S. With contacts at PBS and other potential avenues for distribution, it makes sense to take the footage we have and try to reach a less web-focused audience as well.

Objectives include increased normalization of and appreciation for veganism. It is intended also for “I’m Vegan” to be a catalyst for interested viewers to go vegan. A “halo effect” is anticipated as well, as other vegan-friendly media is created in response to the posted profiles.
THE NEED

While veganism appears more ubiquitous than ever in some respects, the per capita growth of veganism is stagnant. One of the most common outreach obstacles is an unflattering perception of veganism (too hard, not healthy, too extreme, etc.). Even though these perceptions stem either from marginal cases, stereotypes, misinformation or simply fear, such impressions of veganism abound and, unfortunately, they are frequently perpetuated in the media.

There is precious little media that counters the false impression of veganism as extreme, as if mainstream individuals share completely different beliefs about animals. Of course, the reality is that many average, ordinary people have become vegan precisely because of rather mainstream beliefs about animals being extended to their logical conclusions. We must produce and make more widely available media that emphasizes this reality to make veganism accessible, normal and, most importantly, desirable.

Why media? Creative solutions are needed to make further inroads in increasing the percentage of vegans in our population. Most current outreach focuses on animal welfare, health, or the positive impact veganism can have on the planet, but these appeals do not focus on people. If there is anything I’ve learned as a filmmaker in Hollywood, it’s that people are engaged by other people and their stories, not abstractions. “I’m Vegan” lets vegans tell their stories, in a space that allows for interactivity, performing the outreach for us. By profiling vegans from all walks of life, each profile removes a perceived barrier between people who consume animal products and those who don’t, simultaneously facilitating a shift in consciousness in those who do, such that more people will consider veganism.

Millions of people spend hours each week consuming media on YouTube, MySpace, Facebook and similar websites. It is one of the more popular pastimes among a wide range of media available today. This audience craves information and new experiences, and is open to trying new things, so it stands to reason that this is one avenue that should be explored to its limits.
THE MONEY

The total budget for “I’m Vegan” is $25,000. IHCenter/BVA has received $3,000 from one private donor, and we have a grant application out for consideration. If that grant is secured, we will lower the amount we are seeking here accordingly. The project will commence shooting at the earliest possible 6-8 week block of open time after the entire budget has been raised.