The Stop Live Exports Campaign activists believe that there exists a much better way of handling and treating the animals that will help to reduce the suffering inflicted to animals while creating more jobs and improving the Australian economy. The campaign is committed to ceasing the exporting of live animals and the cruel treatment they face before they are slaughtered (StopLiveExports.org, 2018, par. 2).
Australia is characterized by a considerably significant invasive influence of animals in an array of aspects of human life. Though most regions around the globe consider animals as companions, for production benefits and for entertainment and sporting, the wide variety of animals that make part of the Australian society is unparalleled. For instance, the ownership of animals for companionship in Australia is one of the highest in the world as sixty-two percent of households own a pet animal (Animal Medicines Australia, 2016). Additionally, Australia is renowned as the world’s largest exporter of lamb, mutton, goat meat and beef (MLA, 2015). However, there have been rising concerns on the welfare of animals that are exported for meat. The public, through social media and conventional media, has expressed their deepest concerns on the cruel and harsh conditions that these animals are subject to during exportation.
Definition of the Campaign Objectives
Despite the fact that public concerns about the welfare of animals exported live are well documented in many regions around the globe such as the European Commission (Gracia, 2013), still there has been an non-ending interest on this subject in Australia (Parbery & Wilkinson, 2012). The aforementioned concerns about the treatment of livestock by the livestock industries are insignificant factors in determining the decisions made by consumers. To consumers, the key drivers of their decisions are factors such as healthiness, price and local production (Coleman et al., 2005, pp. 45-57).
Nevertheless, the public attitudes to animal farming may pose a huge threat to the social license for farming (Martin & Shepheard, 2011, pp. 31-42). The campaign, therefore, aims to facilitate fruitful dialogue among the key stakeholders in the industry with the principal purpose of achieving a consensus and a point of convergence in perceptions on the issue of animal treatment during exportation (Coleman, 2018, pp. 14-19).
Credibility of the Campaign as an Activist
Most nongovernmental and nonprofit organizations do impeccable work across a broad spectrum of development sectors. However, the impact of these initiatives is most of the time dependent on the support they get. But what exactly goes into making an advocacy campaign effective? The Stop Live Animals Export campaign gained its credibility as an effective campaign by showing that they had clear and comprehensible objectives that were well-researched. Additionally, the campaign has a strategy that is well detailed for reaching out to the public and especially the key stakeholders in the livestock industry (Barcia, 2015, par.4). Organizing an effective campaign requires a team of creative individuals with a common goal as in Stop Live Animals Export campaign.
Policy Environment Analysis
A survey conducted in 2012 found out that approximately 78% of Australians were of the opinion that the live animal exports were cruel and harsh to the animals (Voiceless, 2018, par.21). This survey’s findings were consistent with another one held in 2011-and 74% indicated that they were likely to vote for a candidate that promised to stop the live animal exports.
Power maps are meant to reveal all the possible avenues of influence that a particular organization has. Power mapping aids in showing how a specific target can be influenced and how the connections can be established between these points of influences. For instance, the Stop Live Animal Export campaigners might want to propose to the legislature to sponsor a “Stop Live Animal Exporting” bill. Comprehending the relationship with the legislature in Australia could help immensely in making their case. By leveraging the relationships between the campaign and the most influential targets in the legislature could go a long way in helping the campaigners to make their case. The whole process entails:
- Determining the exact target,
- Mapping the target’s influence,
- Determining relational power lines,
- Targeting relationships that are of high priority first,
- Making a strategic plan.
Developing the Campaign Strategy
Most campaigners are deeply inspired by the strong drive and passionate will to influence change. Intuition can move the agenda of a campaign a very long way ahead, hence campaigns can easily fail due to the lack of a well defined goal, a clear strategy and metrics of checking the campaign’s effectiveness (Knowhow Nonprofit, 2018, par. 1). The beginning point of a successful campaign should be the understanding of what the problem is and figuring out the solution to the issue. From this, a well-defined campaign goal can then be created to act as the beacon for the campaign. The strategy sets out the campaign’s headlines.
- Setting the goal of the campaign
In a simple sentence, the campaign goal should be set to encapsulate the whole purpose of running the campaign in the first place. The goal should also entail the change that the campaign aims to influence and achieve and the impact that could be made from that change. The strategy should be easily communicable and comprehensible.
Integrated Strategy Maps
A strategy map serves as a visual framework for an organization’s objectives within some chosen areas. Integrated strategy maps lay more focus on visions that are often blurry between an organization’s strategy and its daily activities. Generally, integrated maps are designed to enhance the coordination and collaboration within an organization. Developing strategy maps typically begins with the organization’s financial strategy particularly for increasing the value of the shareholders. However, for nonprofit and governmental organizations, the beginning of the process is marked by the constituents and not the organization’s financials. This campaign’s strategy map can be best developed from the top down; beginning with the campaign’s goal and then proceeding to chart all the possible routes for getting to the goal (Kaplan & Norton, 2013, pp. 18-25).
The organization’s strategy map should be built beginning with the campaign’s long-term goals of ending the live animal exports. Afterward, the campaign’s engagement proposition should be effectively determined that would deliver the optimal results in pushing the campaign’s agenda. Also, it is important to figure out the critical process for creation and delivering the best possible engagement proposition (Kaplan & Norton, 2013, p.22).
From the above strategic map, it is clear what the campaign is working to achieve. Also, it is decipherable how one can achieve the objectives of the campaign from the strategy laid out. Additionally, the strategy map shows the metrics that could be used in assessing the effectiveness of the campaign. The show of intent to help alienate animal suffering during exportation generated enough confidence that rendered the campaign credible (Balanced Scorecard, 2015, par. 4).
Implementation of the Plan
The process of plan implementation and the extent to which it is considered fruitful is determined from the initial negotiation process of the plan and the plan’s objectives. That is to say, the success of a plan implementation process must be assessed against the plan’s particular goals (Toftisova, 2012, p. 7).
According to Grant (2010, pp. 12-45), strategic plan implementation should be developed from a rudimentary context. This gives the elaboration of the strategic plan implementation as the link connecting the organization to its environment. Grant also confirmed of the existence of various elements in an organization. These include; the organization’s objectives, its values, and its structural framework (Bryson, Crosby & Bryson, 2009, pp. 172-207).
In implementing the organization’s strategic plan, the process involves provision of the requisite resources, the engagement of the organization in the goal of achieving its objectives (Wanjiku & Ombui, 2013, pp. 23-58). Before beginning the plan implementation process, it is important to enhance the organization’s coordination as a way of setting the stage for plan implementation. The organization’s director has to show initiative for the rest of the campaigners to cooperate towards achieving the organization’s objectives.
The significance of translating strategic plans into actions cannot be overstated. The whole process requires the director of the campaign or any leader of the initiative, for that matter, to determine the aptest way to delegate roles in running the campaign. During the plan implementation, it is also crucial to have the team to examine all the uncertainties associated with the plan execution. The team should then figure out the most effective way to reduce or even completely eradicate those uncertainties. Keeping a checklist of all the roles and uncertainties can go a long way in helping the campaigners to stay focused on the bigger picture, especially where some remaining uncertainties may cause distractions. The whole process should be strictly carried out in context with possible resistance since one could either lose or win when it comes to the strategic plan implementation challenge (Pearce & Robinson, 2011, pp. 23-42).
A successfully implemented plan will enable an organization to be proactively, innovatively and creatively involved in its campaign. The ability to be proactive enables the organization to only implement plans that it created and that have the possibility of being successful. The plan that should be implemented should originate from a proactively visualized future probability of what the organization is trying to achieve. The campaign requires creative and innovative individuals who will be instrumental in application of novel ideas and solutions on the issues that affect it.
Critical Discussion of Campaign Outcomes
It is complicated to discern the exact impact of this campaign on the key stakeholders in the livestock industry. History of contentious public dialogues in Australia reveals how, typically adverse practices such as the poor practices of handling livestock in abattoirs and farms drive feelings of public concern that end quite quickly. Similarly, the campaigns held by animal rights activists have analogous effects, for instance, the campaign against live animal exportation (Marie, 2013, pp. 12-24).
Nevertheless, the biggest impact of the campaign will largely depend on the coverage of the media. Unfortunately, the coverage is usually not long-lasting and diminishes quickly. Luckily, in the livestock industry, there is good awareness of the animal welfare as an issue with high priority. Additionally, the key stakeholders in the industry believe that changing community values and public concerns need to be addressed proactively.
There is a high likelihood that the vital players in the livestock industries will not cease to try to find risks in the proposed changes to the animal handling and welfare. Moreover, the livestock industries will attempt to make justifications for their practices while responding to the public concerns on the other hand. This engagement between the livestock industries and the public may not necessarily take the approach of public relations but rather one that seeks transparency in the regulations. On the flipside, the emergent engagement could possibly entail the transition from combativeness from the livestock industries to an engagement that shows willingness to cooperate. The livestock industries will most likely begin to regard public concerns and discourses as an exercise of communication instead of quickly disregarding the concerns as blatant reflections of inadequate community understanding (Coleman, 2018, pp. 14-19).
This report has critically analyzed the question: How is it possible to have sites that inflict suffering to animals in the midst of compassionate human beings and the efforts being made to rectify the situation. The report has also analyzed the course of action that should be taken in addressing the public concerns about animal treatment. The report makes it clear that to implement well-defined strategies, the campaigners against the cruelty animals are subjected to need to set clear paths linking the acknowledgement of the suffering of animals and proposing the requisite tools for waging a strong opposition. This is utterly crucial and important in translating good intentions to the general public. Moreover, the report explores the altruism of the campaigns against live animal exports and the role it plays in alleviating the suffering that animals experience.
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