On July 5th I was impressed with the impact of wearing a t-shirt with a thoughtful message and how it generates meaningful conversation. I decided to wear my “Kale is the new beef” t-shirt while running my errands, and observed all sorts of reactions.
I was inspired by Mark Hawthorne’s “Striking at the Roots: A Practical Guide to Animal Activism” on some simple ways of advocating for animals.
I noticed most people on the street were reading the message. The big lettering design certainly helped. I will tell you about a few of the interactions that I had.
The first reaction was at a health store where the cashier gave me the thumbs up. She was clearly impressed with the message. It will stick in her head for some time.
In the afternoon at a social gathering, reactions were more on the negative side. This person knew that a few days earlier I was incapable of (actually, not willing to) lifting a heavy box. It was mentioned in relation to the t-shirt message (as if I was weaker than meat eaters or did not eat enough protein). But it was not mentioned I had back issues that are not exclusive to vegans nor related to the food one eats. The myth that being strong requires eating meat rising once again. People forget that hippos, gorillas, elephants are amongst the strongest animals on Earth and are all herbivores.
Not long after that, at the same event, I had to endure someone first openly disagreeing with the shirt message, and then suggesting I was too thin (as if malnourished or sick), and then insisted on declaring they were going to have steak for dinner, and then again next day. She felt the need to tell me that as if I was interested in knowing about their dinner plans. She knows that I am vegan. I have never asked anything nor did I bring the subject of food or eating. Remarkably, there was a need to antagonize, to be defensive. I needed to say nothing to spark that reaction, just wear my t-shirt.
Evening encounters were much happier, on my street heading to the produce store, where a young lady walking in the opposite direction reads the shirt message out loud, followed by a joyful, positive “yay!”. Similarly when picking up pizza at Magic Oven, a beautiful young attendant declared she loved the shirt and had bought the same one for herself.
Fellow vegans, we are far outnumbered out there and we have to use every possible tool to get our idea across. I believe we are less than 10% of the population, there is another approximately 10% that will never/difficultly change but the big mass in the middle is the one that can sway either way, that are in different stages of their awareness, and those are the ones we want to inspire.
There are lots of cool design t-shirts companies out there with messages that can be very effective, whether funny or thought provoking. Pick one and be prepared to elaborate on the message if called for discussion, and having some hand-outs to give away to the curious is also an excellent idea.
Feel free to share your thoughts and experiences.
For all animals, humans and non-humans,
Carlos
























