Guidebook for Starting A Health Save Group

You can download our Guidebook for Starting A Health Save Group here: PDF.


The following is the information needed for creating a Health Save chapter. Please give it a
mindful read and we will talk afterwards for any questions you may have. Thank you for your
interest in joining The Health Save Movement.



1. Read the HSM Guidebook
2. Think of interventions
3. Think of possible activists/allies
4. Set a day and time for a video-call
5. Have your first team meeting; you’re officially a Health Save Chapter!

This guidebook includes a description of HSM’s mission, goals and interventions. Please give
it a dedicated read, and if any information leaves doubt write them down so we can solve
them by chat or on a video-call later on. Please also read The Save Movement’s Code of
Conduct and Memorandum of Understanding.
The guidebook includes a description of different interventions; you can choose one or
several of them, as well as new ideas that you may have for innovative interventions, given
they align with The Save Movement’s Code of Conduct and Memorandum of
Team-work is a key to any successful team. Think of other activists you know, or other
people that might help, build a team that can work together to achieve your chapter’s
objectives. Put them in knowledge of HSM, our mission and why you think we should work

After you’ve read the guidebook and solved your doubts via chat, let’s have a video call.
Bring any further questions you may have, we can provide any further assistance you may
need, and work out any details. We will also provide further tips and information for

Have a meeting to discuss your team’s building and future interventions. HSM supports team
working that involves relationships based in love and respect, open to new ideas and activists
willing to participate. We suggest responsibilities are divided and decisions are made as a team
effort. Have a review of the guidebook, and plan for your first and future interventions. Think of
what the team’s strategy can be, and of other valuable team members you could recruit. Agree on
how you can work together to make a better world. Let’s set up a follow up call to see how you are
doing; welcome to The Save Movement, you are officially a Health Save Chapter!



The Health Save Movement’s mission is to promote a plant-based diet as the main strategy
to solve the epidemic of non-communicable diseases of present time, and recognizing its
capacity to help solve other pressing issues. By communicating to the public its power to
prevent disease and improve their health, and also working closely with public officers and the
private sector, HSM aims to make a plant based diet more accessible for every member of the
The medical community currently recognizes unhealthy diets as the number one risk factor for
disease, with an epidemic of obesity, diabetes, heart-disease and cancer affecting great part of
the world’s population. This is an issue that must be addressed, as it comprises the health and
well-being of millions of people all over the world, diminishing their opportunities of personal
development and their pursuit of happiness.
Scientific research has shown that a plant-based diet is not only healthy for every stage of
life but is also effective in preventing, stopping and reversing some of the most pressing and
deadly diseases of current time, and we make it our mission to bring this solution close and
available for everyone.
HSM is compromised to give control over their health back to the people, by informing them
of the benefits a plant-based diet has to offer, but also of the positive impact that switching to
a plant-based centered food system could offer. This would require less land and water use,
less deforestation, less air, water and land pollution, and less greenhouse gas emissions, at the

same time a bigger amount of food could be produced. All of these have a great impact on the
well-being of present time and future inhabitants of The Earth.



1. To raise awareness in the general public about the health benefits of plant-based diet,
increase its acceptance and adherence.
2. To create public regulation that makes a plant-based diet more available to the general
3. To create corporate policy that makes the plant-based diet more available to the
general public.
4. To provide a love-based community network for activists looking to work
together on this issue, build capacities and join efforts to maximize the effectiveness of
our actions.
5. To build alliances with other activist organizations working on this issue.



The PDF contains a table with detailed descriptions of actions.



One of the most powerful ways to improve your impact as a Save organizer is to get
newspapers, TV stations, radio, and other outlets to cover your protests. The key to doing this is
contacting media outlets by sending out press notices.
What to send?
There are two types of press notices for most events: the press advisory and the press release.
The press advisory’s aim is to inform the media of an event that will be happening in the future,
and invite them to come along.
The press release’s aim is to give the media all the details they need about an event to write an
article, whether they came or not. It’s written like a newspaper article.
Both documents can be sent to newspapers, magazines, blogs, radio stations and television
When to send one?
A media advisory can be sent before the event. Some examples of good times to send a media
advisory are:
●For your first event, or a particularly important one;
●Special guest appearances;
●Outreach events (such as Virtual Reality events, pay per view campus film screenings,
fundraisers, Save Outreach Squad’s Live Witness, and Manchester Pig Save’s ‘Slaughter in the
You should generally send media releases for the same events as media advisories. The
exception to this is if something unexpected and important happens at an event, for which you
did not send out an advisory. Typically, you should follow a schedule like this to send out the
advisory and release:

1) Two days before the event at 10:00 am: Send out the advisory to all outlets you can contact,
and follow up with a quick phone call to each outlet checking if they got it and asking if they
would like to come. Asking a question helps to get a response. (“Hello, I’m calling with ____
Health Save. We are having a food sampling at ___ this Park this Saturday with famed actor
____ attending and wanted to check if you got the press advisory. Are you interested in
2) The day of the event at 10:00 am or first thing in the morning: Send out the advisory a
second time to every outlet you can contact, and follow up with a quick phone call just like the
previous one. If the event is later in the day, do 10:00 am; if the event is early, do first thing in
the morning or even the night before.
3) As soon as the event happens or once video uploads: Send out the release to every outlet
you can contact. This step is a little complicated, so be sure to do the following:
1) If something remarkable happens at the event (as in, a celebrity stops and partipates in the
event), modify your press release to highlight that.
2) If you have video, upload it to a Dropbox/Drive folder and include a link to the folder
immediately after the title of your press release (e.g. “VIDEO”). You can send the link out in the
press release before video is done uploading or wait for it to upload if the video does not take
long. Do not wait more than four to five hours to send it out, though!
3) Follow up with a quick phone call. This should be similar to the one for the advisory, only
instead of asking if they are interested in attending, ask if they are interested in covering it.
Why is this important?
To get more coverage. Each document massively increases your chance of coverage. The
advisory can lead the press to decide to come along to the event, which will then make the
story their own. If press comes to the event, be sure to have them interview organizers and any
notable activists.
Things to remember
Our general aim is that the press gives us positive coverage –but this isn’t always the case. For
example, at the first vigil for East London Chicken Save – the press focused on what someone
had spray painted on the slaughterhouse, instead of the animals or the great work of the
activists. If you are approached for an interview, stay relaxed and remember that our focus is
always on the animals and building an animal justice movement using a Tolstoyan and

Gandhian love-based approach. Please see the ‘Media Interviews’ section below for more help
on this.
Media interviews:
Media interviews may not be everybody’s favorite thing, but they are a great opportunity to
speak about local groups and The Save Movement, to share with the public the fantastic work
we are doing. If you are given the opportunity to talk to the media (journalists, radio stations,
TV shows), here are a few tips to remember:
Preparation – Like with many things, preparation is key. I recommend short bullet points of what you want to
say, so you can glance at your notes and they will remind you if you lose your way. Example key
points for a local event are:
The importance and benefits of a healthy vegan diet, promoting veganism and activism;
Date of next happenings and outreach events/vegfests;
Health Save Movement – our mission and our love-based approach; the growth of the movement.
Be cool!
It is very likely that the radio host, presenter or journalist you are speaking to isn’t a vegan – so
expect the traditional questions we are all used to hearing as vegans (‘protein?!’). If an
interview does go down this road, make the most of the opportunity to educate people about
veganism. You may face people who aren’t particularly sympathetic to the cause, but as long as
you keep calm and provide any useful information you will be doing a great job.
Remember our aims
When dealing with press – our aim is to gain positive coverage of The Save Movement, to
educate people about what we do (the love-based approach) and promote animal rights.
With a recent press interview, the first question I was asked was ‘What is your message to
Cheale Meats?’ (this is the slaughterhouse where we hold Essex Pig Save vigils). I had to think
about this question – about what they were asking me and what kind of article this could
potentially lead to. I then reminded myself of these aims, and realized that I didn’t want the
focus of the article to be on the slaughterhouse, but on the great work we were doing instead.

You can always use a question to your advantage. I answered this question by explaining how
we adopt a love-based approach – we do not hold vigils to target slaughterhouse workers but
instead to show compassion to the animals and share their story as widely as possible.
Be sure to thank the person you spoke to for their time, and keep a record of their details. You
never know when an interesting story may come up in the future.
Spinning Questions
A common piece of advice for press relations is to “answer the question you want, not the one
you get.” If you get asked an off-topic question, spin it back to the topics you want to discuss.
Note that sometimes even somewhat interesting questions may not be what we want to talk
about: if someone asks if you just eat tofu or what recipes you use, say, “Well the real reason
we’re here is…”
N.B.: It is always better to send releases to specific contacts as opposed to general emails, and if
you find out that somebody is interested in animals, animal rights or (best of all) vegan, then be
sure to make a note of that, as they are more likely to publish stories we send and give us
positive coverage if they have already made the connection themselves
Contact: Barbara Sharon Glick,, (443) 472-3066
*** Media Advisory ***
Animal Rights Advocates to Stop Trucks, Hold “Vigil” for Cows at Mount Airy Slaughterhouse
Protesters to “Bear Witness” at Wagner Meats Supplier
August 7, 2017, Mount Airy, MD – Today from 10 a.m.-1 p.m. over 50 advocates with the
Maryland Farmed Animal Save will be holding a vigil for cows slaughtered at Mount Airy’s
Wagner Meats slaughterhouse. As trucks bring the cows to the slaughterhouse, advocates will
hold signs and ask the trucks to stop. Advocates plan to give water and care for the cows en
route to slaughter. The vigil is part of the practice of bearing witness, in which advocates
deliberately approach and encounter animals’ suffering in order to greater empathize with
billions of animals abused and killed by humans each year.

The Vigil is in coordination with The Save Movement, an international network that has grown
dramatically in the wake of the widely watched “pig trial” of Anita Krajnc, charged with criminal
mischief for giving water to a pig on a slaughterhouse truck in June 2015.
What: Vigil to bear witness to slaughter
When: Monday, August 7, 10 a.m.-1 p.m.
Where: Wagner Meats, 604 N Main Street, Mount Airy, MD 21771
The Save Movement is a network of animal rights activists using love-based activism to bear
witness to animal suffering and slaughter. Visit The Save Movement on Facebook and at Follow us on Twitter @thesavemovement.
Activists Stage Slaughterhouse Protest, March Led by Activist Famed for Year-Long Vow of
[PHOTO/VIDEO] November 5, Toronto – Today at 9, activists with the Toronto Pig Save, part of the global animal
rights network The Save Movement, staged a vigil outside the doors of Fearmans Pork in
Burlington and a march in Trinity Square in Toronto led by James Aspey, an Australian celebrity
known for taking a year-long vow of silence to protest violence against animals for food. Aspey
is traveling the world to speak of his experience with the vow of silence and is going on a
speaking and interviewing tour at Toronto high schools and media outlets.
“Words cannot capture the violence animals endure in human society, but hopefully our
actions today can speak to it,” said Aspey.
The Toronto Pig Save and Save Movement more broadly rose to international attention when
Anita Krajnc, founder of the movement, was arrested for giving water to a pig outside a
slaughterhouse in Toronto, Canada. The “pig trial,” as it came to be known, shone a light on the
conditions animals endure on their way to slaughter and on the relationships between law
enforcement and animal industries. Krajnc was ultimately acquitted, but the case was covered
in the Toronto Globe and Mail, Washington Post, and Guardian.

Recently, Save Movement activists in the US state of Colorado garnered widespread attention
with their rescue of several hens from a supposedly “humane” farm. Save activists in Chicago
attracted attention when they blockaded a slaughterhouse.
“We will stay out here, raising awareness and airing the truth with love until every
slaughterhouse closes down,” said Save Movement organizer Carly Taylor.
Toronto Pig Save is part of the The Save Movement, a network comprised of groups around the
world who bear witness of pigs, cows, chickens, and other farmed animals being sent to
slaughter. We recognize every animal as an individual deserving of compassion and justice, no
different than our dogs and cats at home. We hope to inspire others to take action for animals
and model our framework to shut down every slaughterhouse around the world. Visit The Save
Movement on Facebook and at


“Historically, a successful movement requires most of its donors (not most of its money) to come
from the [grassroots.]” – Eric Mann, Playbook for Progressives.
Effective fundraising is an important part of building a successful social justice movement.
Fundraising is more than about raising money. It’s about building relationships and community.
There are many areas of fundraising that local groups can consider:
A fundraiser is a great way to build community and raise awareness of your group. Set up an
organizing committee and decide on a venue, time, potential guest speakers, vegan food,
music, and other entertainment. Make it a fun and positive event where people can come
together and socialize and also learn about the group’s campaigns. Publicize the event by
creating a Facebook event page and posters. Consider asking local media for free PSAs or
subsidized ads to get the message out. Consider holding a silent auctions or raffle. Set up an
information table. You may have merchandise for sale. Use the opportunity to speak to your
community about your mission. This is a great opportunity to inspire them to attend. Have a
slideshow featuring videos and pictures that can help you best convey your message.


We use a love-based community-organizing approach and develop team leadership in order to
build a grassroots animal justice movement based on the principles of animal equality and
freedom. Our love-based approach to community organizing is informed by Leo Tolstoy (A
Calendar of Wisdom, The Kingdom of God is Within You and other writings on nonviolence, love
and truth), and the campaigns of Gandhi, King, Chavez, Lois Gibbs and other community
organizers. See reference list at end of booklet.
Love-based communication
With some exceptions, most animal activists have not always been vegan. At some point almost
all of us have been in the same position and frame of mind as the people we now try to educate
about animal rights/veganism. When having a conversation, try to put yourself in their shoes
and see the situation from their point of view – maybe one you used to hold yourself. With this
in mind, you can better form a compassionate and informative response that may change their
If someone asks you a genuine question, no matter how many times you’ve heard it (e.g.
Where do you get your protein?), always say, “Good question”/”I used to wonder about that,
too.” Chances are we were all in that person’s position at some point, with a similar question.
By validating the person’s question, you are more likely to have your response received and
considered, rather than coming off as condescending and perhaps being ignored.
* Quotes taken from Leo Tolstoy’s A Calendar of Wisdom
Always respond to hatred with kindness.
The best and easiest way to thwart evil in this world is to respond to it with kind words, return
an evil action with good.
If you know the truth, or if you think that you know the truth, try to pass it on to the others, as
simply as you can, along with the feeling of love for those persons to whom you pass it.
For a truth to be heard, it must be spoken with kindness. Truth is kind only when it is spoken
through your heart with sincerity. You should know that when a message you convey to
another person is not understood by him, at least one of the following things is true: what you
said is not true, or you have conveyed it without kindness.

“If you notice someone in error, then correct this person and his mistake in a humble way. If he
does not listen to you, blame yourself only; or, even better, do not blame anybody, but
continue to be humble.”
–Marcus Aurelius
How not to blame
When you make an effort not to blame other people, your life becomes much easier, but very
few people make this small effort.
“It is not the blaming of evil but the glorifying of goodness that creates harmony in our life.”
If you think that it is necessary to judge your neighbor, then say this looking directly into his
eyes, and say this in such a way that you do not create animosity.
Compassion expressed in response to rage is the same as water for fire. When you are in a rage,
try to feel compassion for the other person, and then your rage will disappear.
–After Arthur Schopenhauer


Look for organizations that are working on health, environment or animal rights in your area.
Contact them and tell them about your group’s activity, objectives, and find common grounds.
Work on joining efforts to increase effectiveness.

After you’ve read this guidebook, and if you decide to move forward, please contact us to set up a video-call and answer any remaining questions.