Cameron King
Founder
Cameron founded Animal Advocacy Africa and Hive and participated in the AIM Incubation Programme. He leads Animal Advocacy Media, drawing on his experience building organisations and communities in animal advocacy.
LinkedInAnimal Advocacy Media
Practical media training for animal advocates.
We help people create clear, credible content about farmed animals and give their audiences a way to act.
Our first fellowship will test a simple approach: start creating, get useful feedback, and improve with every piece.
Why this work
Help more people speak up for farmed animals.
A social media post can introduce someone to an issue they have never considered. For our founder, Cameron, a YouTube video was the reason he became plant-based.
We want more advocates to be able to reach people beyond existing animal advocacy circles. That means understanding an audience, checking claims, telling a clear story and offering a practical next step.
The fellowship will test whether regular practice and feedback help people develop those skills and keep using them after the programme ends.
The fellowship
Create from day one.
Learn by doing.
You will research ideas, make short videos, publish them and use feedback to improve. Daily content prompts will help you build a regular practice, with time for rest and reflection.
The pilot will focus on Instagram, TikTok and YouTube Shorts. Expect around 5–7 hours a week, including self-paced learning, live online sessions, content creation and small-group peer feedback.
For students, aspiring creators, existing advocates and people contributing alongside other work. No professional experience or existing following is required.
An example exercise
One issue. One audience. One clear next step.
- 01Choose a question
What would someone unfamiliar with the issue want to know?
- 02Make a short video
Check your sources, write an opening and explain the idea in your own words.
- 03Give people a way to act
For example, join a plant-based challenge or support an animal welfare campaign.
- 04Review and revise
Use peer feedback and audience responses to decide what to change next time.
Programme outline
Four weeks of
guided practice.
Each week combines practical exercises with discussion and feedback. The curriculum is in development; final session details will be shared before participants commit.
Week 01
Choose your focus and start creating.
Identify the issue you want to address, the people you hope to reach and a platform you can use consistently.
- Connect your interests and experience to an advocacy goal.
- Draft and publish a first, manageable piece of content.
- Set boundaries for online safety and wellbeing.
Practical outputYour first post and a clear goal for the fellowship.
Week 02
Make your message clear.
Practise the basics of researching, scripting, filming and editing a short video on your phone.
- Write an opening that gives people a reason to watch.
- Check claims, source images ethically and add accessible captions.
- Explore where AI tools can help, with human checks for accuracy.
Practical outputA short video revised using peer feedback.
Week 03
Reach people beyond your usual audience.
Consider what matters to the people you want to reach and how your advocacy connects with their lives.
- Use specific examples and language your audience understands.
- Develop your own voice and collaborate with other fellows.
- Practise responding to questions and criticism constructively.
Practical outputA piece made for a clearly defined audience.
Week 04
Connect your content to an action.
Bring your learning together in a small advocacy campaign and plan how to continue after the fellowship.
- Choose a relevant action, such as a campaign sign-up or donation.
- Review content quality, audience response and tracked actions.
- Make a realistic 90-day plan, including time to rest.
Practical outputA campaign and a plan for your next three months of advocacy.
Evaluation
What we need to learn
from the pilot.
The programme is at the pilot stage. We will test whether participants improve their content, reach relevant audiences and continue advocating after the four weeks.
- 01
Can participants communicate more effectively?
Compare content and short surveys before and after the fellowship. Assess accuracy, clarity, storytelling and the relevance of the call to action.
- 02
Does their content prompt useful action?
Track audience responses and, where possible, campaign sign-ups, donations or other actions through individual links. Views alone cannot tell us whether behaviour changed.
- 03
Do people keep advocating?
Track completion and publishing during the programme, then check in three months later. Record the support time and delivery cost needed for each cohort.
These findings will guide the next cohort. If participants struggle to complete the programme or sustain their practice, we will revisit the workload, selection and support before expanding.
Our team
Who is building Animal Advocacy Media.
A small team bringing together experience in animal advocacy, programme design, behavioural science and fundraising.
Stephanie Pfer
Programme Manager
Stephanie leads programme design, drawing on her background in behavioural and data science. She is developing the curriculum, practical exercises, feedback process and evaluation.
LinkedInBrett Thompson
Strategy, Communications & Fundraising
Brett supports Animal Advocacy Media’s direction, partnerships and fundraising. His background spans animal advocacy and alternative proteins, including co-founding Newform Foods and Credence Institute.
LinkedInTaking part
Practical details.
What to know before registering your interest in the January pilot.
Do I need experience or an existing audience?
No professional experience or existing following is required. You should be willing to create and share content about farmed animals, give and receive feedback, and participate consistently.
How much time will I need?
Plan for around 5–7 hours a week for four weeks. This includes learning, live sessions, creating content and peer feedback. We will confirm the schedule and session times before participants commit.
What kind of content will I create?
The pilot focuses on short-form video for Instagram, TikTok and YouTube Shorts. If you prefer another format, you are welcome to register interest, but short-form video will be the main focus of this first cohort.
Is the fellowship free? Are stipends available?
The fellowship is free to participate in. We are exploring small participant stipends, but these are not confirmed. We will share any funding and eligibility details before the programme begins.
When does it start, and how many places are there?
The first pilot is planned to start on 15 January 2027 with 20 participants. Final dates and live-session timings will be shared during the application process.
What happens after I register interest?
We will contact you when formal applications open. Registering interest helps us understand who would like to take part; it does not commit you to the programme or guarantee a place.
What happens after the four weeks?
You will develop a 90-day plan for continuing your advocacy. We are also planning an alumni community. A follow-up around three months later will help us understand whether the fellowship has supported lasting practice.
January 2027 fellowship
Interested in
taking part?
Tell us about your interests, experience and what you would like to create. We will send you the programme details and let you know when formal applications open.
Register interestExpression of interest only. No commitment and no guaranteed place.