The Problem with Messaging

<4 minute read>

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How Our Words are Holding Us Back

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In spring 2023, three of us from the SPARC Advisory Committee walked up to the podium at Animal Care Expo and took a deep breath. We wanted to talk about messaging in animal welfare - the issues, the divisions, the way we were villainizing our communities and each other. Before that moment, we had joked (sort of) about which slides would get tomatoes thrown at us - we were not sure how everyone would receive our vision for better messaging.

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We were encouraged to suddenly be standing in front of a massive room of people. We began…

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‍”We live and work in a world of constant messages about animal welfare, animal sheltering, and pets. And these messages aren’t just what we read or see. They are the conversations we have, the things we say to each other, and the things we hear and say to people in our communities…

…We are influencing each other and the public. The messages and stories we hear and share shape our realities…

…This is part of why messaging matters so much - There is incredible work happening around the country to treat people with dignity and respect, provide access to care, and commit to supporting people and pets together. But we can’t do that as well as we could if messaging doesn’t reflect the reality we are trying to create.”

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‍Somewhere in the middle, when we described the negative words we use to talk about each other - “they are a kill shelter,” “she’s crazy,” “they are clueless,” - the audience began to clap. We glanced at each other, surprised.

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Maybe we shouldn’t have been surprised by the reaction - in the following months, we heard how much messaging is a pain point for people who care about animals and people. Our sector struggles with divisions, shelters are overwhelmed, and staff and volunteers are burning out. Far too many pet families face barriers to care.

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Mainstream narratives fuel these issues because stories and messages often focus on blame and shame. They spread stereotypes, ignore the root cause of problems, and perpetuate heroes and villains. We are left disconnected and struggling through misunderstanding - with pet owners, the public, and each other.

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We quickly discovered how many people saw and felt the connection between messaging and daily problems. When Q&A began, an audience member stood up and shared - “I wasn’t even going to come to this session, but I’m so glad I did.” And then another  - “This was the best presentation I heard at EXPO.” And then another -  “We need this so much right now.”

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‍We were floored, heartened, and, most of all, inspired. For two years, we’d dug deep into messaging problems. Now, the audience saw there were tools to address them. As we presented at more conferences in the following months, we kept hearing from people wanting more resources, guides, and support. The problem with messaging hit home. It was time to start Supporting People and Animal Relationships for Change (SPARC) and that is why we’re here.

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‍Why SPARC

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‍Better messages and stories are not a panacea for all our challenges in animal care and well-being, but we need them to move forward. When these messages and stories constantly swirl around us and through our communities, they create narratives - deeply embedded ideas and beliefs that impact what we think and do. SPARC exists to support all of us in building and amplifying better narratives - the ones essential to doing our biggest, best work for animals and their people.

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Better narratives help us create the future we are working hard for. They can help animals remain with their families and out of our shelters. They are a keystone in efforts ensuring access to care – regardless of race, age, ethnicity, socioeconomic, health, or housing status. When people want pets, the right narratives can help us connect families and unburden our overwhelmed organizations.

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As we launch SPARC - with our programs and a growing suite of guides and tools - we are again taking a deep breath and opening these ideas to all of you. We believe in the potential of narratives and the power of your voice to change them. We believe in supporting people and animal relationships for change and welcome you into SPARC.

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Explore

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Curious? Check our We need empathic listening to help animals and Why have we been overwhelmed?

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‍Check our tools, guidance, and upcoming training opportunities.

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‍Want to see our original presentation? It is available through AAWA Here.  

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