Social movement claims-making is like advertising - it benefits if the message is concise and clear and repeated often. Donald Watson saw this job as "ripening up" the public to vegan ideals.

I looked back at a good deal of 1980s merch and found very little in the way of anti-cruelty claims. The slogans were "Animal Liberation," "Animals Have Rights," "Rats Have Rights," etc.

So when vegan campaigners get involves in new welfare campaigning and use animal welfare language - and concern themselves with what traditional animal welfare (thus, by definition, speciesist) groups do and say - does that threaten the abolitionist message or at least cause confusion?

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