By Shelby Jackson, VRG Intern

Caryn Ginsberg’s Animal Impact: Secrets Proven to Achieve Results and Move the World applies marketing strategy to animal advocacy, enlightening readers with an easy-to-comprehend, professional approach that is sure to push individual and organizational advocacy efforts to the next level. Ginsberg’s straightforward guide is packed into her ACHIEVEchange framework: Action and Animals, Create Benefits and Cut Barriers, How to Say Something to Someone Instead of Nothing to Everyone, I Am Not My Target Audience, Education Is Not Enough, Voice Matters, Evaluate, Don’t Guess. Animal Impact guides readers through the text by breaking each chapter into pieces and by proceeding each with an outline, and concluding with a recap. The book successfully engages readers through its interactive discourse and thought experiments that help readers realize for themselves why certain techniques are more effective than others. Animal Impact is a powerful tool for the animal rights movement and a must-read for those concerned about the well-being of animals.

Caryn Ginsberg will be speaking and signing copies of Animal Impact at the Animal Rights National Conference this weekend in Washington, DC. She has graciously agreed to donate a percent of the proceeds to the Vegetarian Resource Group for every copy sold at the conference. The VRG will have Caryn’s book for sale at our table. We hope to see you there!