Journal articles on the topic 'Fund raising – Canada'

This study compared fund raising appeals that used either (1) no photograph, (2) a pleasant “positive” photograph, or (3) a less pleasant, needy “negative” photograph. Working closely with World Vision Canada, a humanitarian relief and development organization, the authors used the organization's donor list to create three treatment groups of more than 15,000 each to receive fund raising letters. Dependent variables included response rate and amount of money donated. The no photograph condition resulted in the highest response rate but the letter with the positive photograph yielded the highest average contribution. The negative photograph resulted in fewest responses and lowest contributions.

I am new to applied anthropology. Nearly all of my past research has been on inter-ethnic relations, carried out on Indian reserves in western Canada. I have now served several years as a volunteer fund-raiser at the North American Indian Center of Boston, Inc. (NAICOB). In this article I will relate what I have learned, and am learning, about the occupation. I will speculate on how my training and experience as research anthropologist have contributed to work at the Center.

AbstractThis article explores the constituency dimension of campaign financing in the 1984 and 1988 federal elections in Canada. The analysis uncovers considerable variability in the capacity of constituency parties to attract campaign donations. These variations appear to be related to the past local and regional strengths of parties, to the expected closeness of the current contest, and to whether incumbents are running for re-election. Multivariate analyses suggest that these political variables have a broadly consistent impact on fund-raising after other features of the socio-economic diversity of constituencies have been controlled.

The article explores investment position of pension funds which become important actors in the national economies and world investment flows; with comparative analysis of the pension funds based in different countries with different models of pension systems and investment regulatory practices. The role of pension funds as investors is based on accumulating growing funding which become nearly half of total OECD gross domestic product. The assets of pension funds in the second decade of the century are concentrated in US, United Kingdom, Canada, with pension funds in other countries less than 5% for each country. But assets of pension funds based in some other countries show significant growth. The article focuses on the pension funds’ assets structure and compares those in different countries. The perspectives of investment pension assets in the national economies and abroad will depend among other factors on the regulation of pension funds and their investments. Focusing on ensuring better access to different investment opportunities in the domestic market and abroad should go hand in hand with raising standards of risk management in pension fund investment.

This study provides empirical evidence that using the minimum wage as a tool to generate extra taxes to establish a fully publically-funded higher education system is a harmless approach to boost funding for human capital development without changing governments spending priorities or raising current tax rates. The paper proposes a method to finance human capital development through higher education by generating more income taxes from a higher minimum wage and through an effective link of the minimum wage to the Consumer Price Index (CPI) in Canada. The paper also argues that indexed minimum wage adjustments will help in fighting poverty, maintain an acceptable living standard for minimum wage workers, reduce dependence on government subsidies, and make-work more attractive. The paper concludes that using minimum wage adjustments as a tool to generate tax revenues and fund higher education could be an effective fiscal tool and could be considered a safe political instrument.

The article is devoted to the study of theoretical and practical issues on effective strategies of double capacity building for family and school unification in the Republic of Kazakhstan. In this regard, the world practices of effective strategies for uniting family and school were studied. Among foreign studies, it is necessary to distinguish such forms of education with a greater share of parental participation as homeschooling. In the United States (3 % of all school children, about 1.5 million people), Canada, and the United Kingdom. In Russia — from 70 to 100 thousand children. In Kazakhstan offer various forms from absolute «loosening» and «unschooling» («unschooling») to distance learning, including in online schools, and external exams, for example, via Skype. American Association Boston Basic: partners and advisors operate mainly on charitable donations from the public and the government. The primary role of the Association is to educate black par-ents in raising children from birth. The U.S. Department of Education and Science's Early Childhood Longi-tudinal Study Program (ECLS) includes four longitudinal studies that examine child development, school readiness, and early school experience. In domestic practice, the Private Fund «Just Support» (Almaty, Ka-zakhstan) should be highlighted. The Fund works with 30 educational organizations of Almaty city and 30 organizations of East Kazakhstan region. The Fund's mission is to contribute to the development of the Re-public of Kazakhstan's human capital.

Many prostate cancer support groups (PCSGs) have formed in North America during the past decade, yet their operation or factors influencing sustainability are poorly understood. This article reports micro (intragroup), meso (intergroup), and macro (group/structure) analyses drawn from the fieldwork and participant observations conducted for an ethnographic study of PCSGs based in British Columbia, Canada. The findings indicate that effective group leadership is integral to group sustainability and the recruitment and retention of attendees. At the meso level, intergroup connections and communication were often informal; however, the primary purpose of all the PCSGs was to provide information and support to men and their families. Many PCSGs were uncertain how formal associations with cancer fund-raising societies would influence group effectiveness. Macro issues such as prostate cancer activism resided with individual group “champions” through activities coordinated by provincial and national PCSG organizations. However, activism did not guarantee group sustainability. The study findings reveal why some groups flourish while others appear untenable, and form the basis for discussion about how PCSG sustainability might be best achieved.

AbstractJohn Rawls contended that an overlapping consensus for “political liberalism” could be found in different ways across the range of comprehensive systems of value in western societies. Three recent conflicts concerning the relationship of church and state in Canada involving the Catholic Bishop of Calgary, Frederick Henry, provide an opportunity to consider Rawls' ideas in a specific societal context. The first of these conflicts — Henry's call for the excommunication of Catholic Prime Minister Paul Martin for legalizing same-sex marriage — suggests that the resources for a Rawlsian overlapping consensus may be difficult to find in Catholicism. The refusal of the Calgary Catholic School Board to obey Henry's order to end the use of gambling related school fund-raising, the second of the Bishop's “travails,” undercuts that conclusion, but the moral emptiness of the vocabulary of cultural liberalism, which the Board deployed in its self-justifications, suggests that too much liberalism might be almost as regrettable as too little. Henry's third travail — a call before the Human Rights Commission to answer charges of “discriminatory public speech” for his public criticisms of homosexuality — suggests the merit of recognizing an alternative to overlapping consensus as the source of Catholic recognition of Rawlsian political liberalism: reciprocity.

The huge epistolary heritage of a socio-cultural and military-political figure Prof. Ivan Boberskyi has not become the subject of a separate study in Ukrainian science. The author presents 12 letters, which are stored in fund 312 «Ukrainian sports society “Sokil-Batko”, Lviv» of the Central State Historical Archive of Ukraine in Lviv. Dated back to 1937, they highlight I. Boberskyi's relationship with the leadership of the «Sokil-Batko» Ukrainian society in Lviv. Based on them, it was revealed, what kind of efforts I. Boberskyi was made in the diaspora and Halychyna for raising funds for the Sokil movement activities, in particular, for the arrangement of a «Sokil-Batko» square for exercising «Ukrainian City» («Ukrainskyi Horod») in Lviv. The letters also provide information on the professor's editorial work, for instance, regarding the second edition of Edvard Zharskyi's «Osnovy Sokilstva». Investigated that the letters contain information about the plans of the Ukrainian society in Halychyna, in particular, about preparing the 4th Regional Movement, which was to take place in Lviv in 1938, including new types of sports, etc. In I. Boberskyi's letter to Sokil-Batko from September 10, 1937, the author found his analytical article entitled «Hartovana Stal» published with insignificant changes in the Sokil calendar for 1938. As stated, the presented epistolary heritage of the 1930s is part of an interesting and unique correspondence that sheds light on the life path of I. Boberskyi and on many events of the Ukrainian history of an interwar period. Keywords Ivan Boberskyi, Canada, United States of America, Switzerland, Slovenia, Trzych, Halychyna, Lviv, Ukrainian gymnastic society «Sokil-Batko», «Sokil-Batko» Square («Ukrainian City»), Sokil periodicals, sports.

Background There are a range of perceived gaps and shortcomings in the publicly funded Canadian health system. These include wait times for care, lack of public insurance coverage for dental care and pharmaceuticals, and difficulties accessing specialist care. Medical crowdfunding is a response to these gaps where individuals raise funds from their social networks to address health-related needs. Objective This study aimed to investigate the potential of crowdfunding data to better understand what health-related needs individuals are using crowdfunding for, how these needs compare with the existing commentary on health system deficiencies, and the advantages and limitations of using crowdfunding campaigns to enhance or augment our understanding of perceived health system deficiencies. Methods Crowdfunding campaigns were scraped from the GoFundMe website. These campaigns were then limited to those originating in the metropolitan Vancouver region of two health authorities during 2018. These campaigns were then further limited to those raising funds to allow the treatment of a medical problem or related to needs arising from ill health. These campaigns were then reviewed to identify the underlying health issue and motivation for pursuing crowdfunding. Results We identified 423 campaigns for health-related needs. These campaigns requested CAD $8,715,806 (US $6,088,078) in funding and were pledged CAD $3,477,384 (US $2,428,987) from 27,773 donors. The most common underlying medical condition for campaign recipients was cancer, followed by traumatic injuries from collisions and brain injury and stroke. By far, the most common factor of motivation for crowdfunding was seeking financial support for wages lost because of illness (232/684, 33.9%). Some campaigns (65/684, 9.5%) sought help with purchasing medical equipment and supplies; 8.2% (56/684) sought to fund complementary, alternative, or unproven treatments including experimental interventions; 7.2% (49/684) sought financial support to cover travel-related costs, including in-province and out-of-province (49/684, 7.2%) travel; and 6.3% (43/684) campaigns sought help to pay for medication. Conclusions This analysis demonstrates the potential of crowdfunding data to present timely and context-specific user-created insights into the perceived health-related financial needs of some Canadians. Although the literature on perceived limitations of the Canadian health system focuses on wait times for care and limited access to specialist services, among other issues, these campaigners were much more motivated by gaps in the wider social system such as costs related to unpaid time off work and travel to access care. Our findings demonstrate spatial differences in the underlying medical problems, motivations for crowdfunding, and success using crowdfunding that warrants additional attention. These differences may support established concerns that medical crowdfunding is most commonly used by individuals from relatively privileged socioeconomic backgrounds. We encourage the development of new resources to harness the power of crowdfunding data as a supplementary source of information for Canadian health system stakeholders.

<span lang="EN-IN">Inflation means a persistent change in the price level of goods and services in an economy. It is generally measured in the consumer price index (CPI) or retail price index (RPI). Inflation reduces the purchasing power of a country's currency, as we need more units of currency over time to buy the same goods and services. The current empirical paper entitled “relationship between inflation and stock market evidence from selected global stock markets” have been undertaken with an intention to investigate the relationship between inflation and stock returns of the chosen economies. In order to realize the stated objectives, the researchers have collected the monthly data 2000 to 2017 for selected indices. In the first phase, log returns were computed and it has been tested for the existence of unit root in the distribution. In the second phase, we ran Pearson correlation coefficient for the collected data to find out the association between the inflation and stock returns. Majority of the chosen indices recorded a negative </span><span lang="EN-IN">coefficient with the dependent variable. </span><span lang="EN-IN">For India, Austria, Belgium, Canada, Chile, China, France, Ireland we found a negative coefficient. However, Brazil </span><span lang="EN-IN">Indonesia, Japanese, Mexico, Spanish and Turkey reported a positive coefficient. </span><span lang="EN-IN">Current study clearly throws light on the effect of inflation on the stock market returns, therefore; it can help the market participants such as traders, fund managers, and investors to make good portfolio decisions based on the information about expected inflation and unexpected inflation. The study confirms that there exists a significant relationship between the stock returns and inflation for Australian, Belgium, Canadian, Chilean, Chinese, French and Irish stock benchmark indices. Firms can take this one has a clue to adjust their reported profits by raising the prices. The policymakers can employ contractionary policy to reduce the supply of money by offering a low interest rate on t bills, increasing the interest rates (bank rate policy) and increasing the cash reserve ratios which in turn reduces the lending capacity of the banks.</span>

AbstractIn September 1828, societies of the ‘Friends of Ireland’ were founded throughout the United States and British North America for the purpose of raising funds and disseminating propaganda in support of the O’Connellite campaign for Catholic emancipation. In March 1831, the societies were briefly revived to agitate for repeal of the Union. The first Irish diasporic social movement to appear in Britain’s overseas empire, the British North American Friends of Ireland enjoyed greatest support in French-speaking Lower Canada, where for a time sympathetic local patriotes perceived a common cause with their new Irish neighbours. This article explores the transatlantic reciprocal interactions, cross-ethnic alliances and regional distinctions which characterised early O’Connellism in Lower Canada. It follows its initial successes to its virtual collapse in the early 1830s, as an increasingly polarised Lower Canada slid towards rebellion. Comparisons are employed with similar agitation elsewhere in British North America, in the United States, and in Ireland. It is argued that instrumentalist explanations for Irish diasporic nationalism, typically drawn from studies of post-famine Irish-America, do not convincingly account for the appearance and form of O’Connellite nationalism in British North America.

Purpose Corporations often benefit from associating their brand(s) with a sports property; in some cases, the property is owned or supported by a not-for-profit organization (NFP) championing a cause. Title sponsorship of such a sport event has received limited research attention but is important to a NFP for raising funds and in-kind contributions to support their cause. The purpose of this paper is to investigate title sponsorship of cause-related sport events. Design/methodology/approach This research examines the title sponsorship of a cause-related sport event and its effectiveness in relation to the event, the organization, the cause and other sponsors of the NFP. Specifically, this study examines these questions in the context of a specific annual event, Sports Day in Canada organized by ParticipACTION, a national Canadian NFP and whose title sponsor is Royal Bank of Canada (RBC). Findings Results show that title sponsorship has significant potential value for the sponsor and the cause, perhaps to the detriment of other (lower tier) sponsors of the event and the NFP. Originality/value This research has value to sponsors and cause-related sport events alike. In the case of sponsors, it provides insight into the value of title sponsorship vs other categories of sponsorship, for a brand considering sponsorship of cause-related sport property. For cause-related sport events, the research informs about the importance and possible revenue generation opportunity linked to the title sponsor category.

A team of three young entrepreneurs formed the Auroma Brewing Company (ABC) in November 2014 right after their graduation from the University of British Columbia, Canada. Their first product was a smart coffee maker which could brew coffee with high precision, allowing users to experiment with variations in the brew. After successfully raising funds online in January 2016, they moved to Shenzhen, China, to manufacture the device. The initially promised shipment date was August 2017, but—as of October 2017—the backer and pre-order buyers were still waiting for their smart coffee maker. The team had faced several obstacles in outsourcing parts to various manufacturers, which caused several delays in shipping the device to the backers who had supported their project through the crowdfunding platforms. After the first delay, about one-tenth of the backers withdrew their supports. After successive delays, the remaining backers became more agitated and questioned the team’s ability to deliver the smart coffee device successfully. Detecting the market potential of ABC’s device, a large company had proposed to acquire ABC’s technology. The team wondered whether they should accept the offer or if they should explore other opportunities.

Introduction L’excès de poids (indice de masse corporelle [IMC] de 25,00 kg/m2 ou plus) est un facteur de risque bien connu de diabète, d’hypertension et de maladie cardiovasculaire, mais on en sait moins sur son lien avec le cancer. Dans cette étude, nous avons utilisé le risque attribuable dans la population (RAP) pour estimer le fardeau des cancers attribuables à l’excès de poids chez les adultes canadiens (de 25 ans ou plus) en 2010. Méthodologie Nous avons estimé les RAP en utilisant des estimations du risque relatif (RR) tirées du Continuous Update Project du World Cancer Research Fund International, des estimations du surpoids et de l’obésité fondées sur l’IMC tirées de l’Enquête sur la santé dans les collectivités canadiennes de 2000-2001 (surpoids : 25,00 à 29,99 kg/m2; obésité : 30,00 kg/m2 et plus) et nous avons utilisé les nombres de cas de cancer figurant dans le Registre canadien du cancer. Les RAP ont été fondés sur des IMC corrigés pour tenir compte du biais associé à l’autodéclaration de la taille et du poids. Résultats Au Canada, en 2010, on peut attribuer environ 9 645 cas de cancer à un excès de poids, ce qui représente 5,7 % de tous les cas de cancer (hommes : 4,9 %; femmes : 6,5 %). En limitant l’analyse aux types de cancer associés à un IMC élevé, le RAP augmente à 14,9 % (hommes : 17,5 %; femmes : 13,3 %). Les types de cancer pour lesquels le RAP était le plus élevé étaient l’adénocarcinome de l’oesophage (42,2 %), le cancer du rein (25,4 %), le cancer du cardia (20,7 %), le cancer du foie (20,5 %), le cancer du côlon (20,5 %) et le cancer de la vésicule biliaire (20,2 %) chez les hommes, et l’adénocarcinome de l’oesophage (36,1 %), le cancer de l’utérus (35,2 %), le cancer de la vésicule biliaire (23,7 %) et le cancer du rein (23,0 %) chez les femmes. Les types de cancer pour lesquels le nombre de cas attribuables était le plus élevé étaient le cancer du côlon (1 445), le cancer du rein (780) et le cancer de la prostate à un stade avancé (515) chez les hommes, et le cancer de l’utérus (1 825), le cancer du sein postménopausique (1 765) et le cancer du côlon (675) chez les femmes. Quels que soient le sexe et le type de cancer, les RAP étaient les plus élevés dans les Prairies (sauf en Alberta) et la région de l’Atlantique, et les plus faibles en Colombie-Britannique et au Québec. Conclusion Le fardeau du cancer attribuable à l’excès de poids est considérable et continuera de croître à court terme en raison de la hausse de la prévalence du surpoids et de l’obésité au Canada.

Purpose Many low- and middle-income countries (LMICs) are struggling to reduce maternal mortality rates, despite increased efforts by the United Nations through the implementation of their Millennium Development Goals program. Industrialized nations, such as Canada, have a collaborative role to play in raising the global maternal health standards. The purpose of this paper is to propose policy approaches for Canadians and other Organization of Economic Cooperation and Development (OECD) nations who wish to assist in reducing maternal mortality rates. Design/methodology/approach Ten Canadian health experts with experience in global maternal health were interviewed. Using qualitative analytical methods, the authors coded and themed their responses and paired them with peer-reviewed literature in this area to establish a model for improving global maternal health and survival rates. Findings Findings from this study indicated that maternal health may be improved by establishing a collaborative approach between interdisciplinary teams of health professionals (e.g. midwives, family physicians, OB/GYNs and nurses), literacy teachers, agriculturalists and community development professionals (e.g. humanitarians with diverse linguistic and cultural backgrounds). From this, a conceptual approach was devised for elevating the standard of maternal health. This approach includes specifications by which maternal health may be improved, such as gender justice, women’s literacy, freedom from violence against women, food and water security and healthcare accessibility. This model is based on community health center (CHC) models that integrate upstream changes with downstream services may be utilized by Canada and other OECD nations in efforts to enhance maternal health at home and abroad. Research limitations/implications Maternal mortality may be reduced by the adoption of a CHC model, an approach well suited for all nations regardless of economic status. Establishing such a model in LMICs would ideally establish long-term relationships between countries, such as Canada and the LMICs, where teams from supporting nations would collaborate with local Ministries of Health, non-government organizations as well as traditional birth attendants and healthcare professionals to reduce maternal mortality. Practical implications All OECD Nations ought to donate 0.7 percent of their GDP toward international community development. These funds should break the tradition of “tied aid”, thereby removing profit motives, and genuinely contribute to the wellbeing of people in LMICs, particularly women, children and others who are vulnerable. The power of partnerships between people whose aims are genuinely focused on caring is truly transformative. Social implications Canada is not a driver of global maternal mortality reduction work but has a responsibility to work in partnership with countries or regions in a humble and supportive role. Applying a comprehensive and interdisciplinary approach to reducing maternal mortality in the Global South includes adopting a CHC model: a community development approach to address social determinants of health and integrating various systems of evidence-informed healthcare with a commitment to social justice. Interdisciplinary teams would include literacy professionals, researchers, midwives, nurses, family physicians, OB/GYNs and community development professionals who specialize in anti-poverty work, mediation/dialogue and education campaigns that emphasize the value of all people regardless of their gender, ethnicity, religion and income. Diasporic Canadians are invaluable members of these teams due to their linguistic and cultural knowledge as well as their enthusiasm for working with their countries of origin. Establishment of long-term partnerships of 5–10 years between a Canadian team and a region or nation in the Global South that is dedicated to reducing maternal mortality and improving women’s health are valuable. Canada’s midwifery education programs are rated as world leaders so connecting midwives from Canada with those of the Global South will facilitate essential transfer of knowledge such as using birth plans and other evidence-based practices. Skilled attendants at the birth place will save women’s lives; in most cases, trained midwives are the most appropriate attendants. Video link to a primer about this paper by Dr Farah Shroff: https://maa.med.ubc.ca/videos-and-media/. Originality/value There are virtually no retrievable articles that document why OECD nations ought to work with nations in the LMICs to improve maternal health. This paper outlines the reasons why it is important and explains how to do it well.

Gregory Steinberg completed his PhD at the University of Guelph, Canada, where he studied the role of leptin in muscle in the laboratory of Professor David Dyck. From 2002 to 2006, Greg was a postdoctoral fellow with Professor Bruce Kemp at St Vincent’s Institute of Medical Research, Australia, where he studied the role of the AMP-activated protein kinase (AMPK). In 2006, he started his academic career as Lecturer, Senior Research Fellow and Head of Metabolism at St Vincent’s Institute and the University of Melbourne. He returned to Canada in 2009 where his research studies cellular energy sensing mechanisms and looks at how endocrine factors, lipid metabolism and insulin sensitivity are linked and contribute to the development of obesity, type 2 diabetes, cardiovascular disease and cancer. He is the recipient of numerous awards, including the Diabetes Canada-Canadian Institutes of Health Research, Diabetes Young Scientist Award; the Endocrine Society Richard E Weitzman Outstanding Early Career Investigator Award; the Canadian Institutes of Health Research Gold Leaf Prize; and the American Diabetes Association Outstanding Scientific Achievement Award. To help celebrate the 100th anniversary of the discovery of insulin, Greg also recently took part in Diabetes Canada’s fitness fundraiser, ‘Lace Up for Diabetes’, riding 8000 km (the equivalent of crossing Canada) over a period of 80 days and raising almost $15,000 to help fund the next breakthrough discovery in the field. Coinciding with our issue theme of diabetes, which also marks the centenary of this discovery by Canadian scientists, The Biochemist spoke to Greg briefly about his work in this area.

provide a powerful lift to growth—both in the short and the long term—if they are well aligned with individual country conditions . These include an economy’s level of development, its position in the economic cycle, and its available macroeconomic policy space to support reforms. The larger a country’s output gap, the more it should prioritize structural reforms that will support growth in the short term and the long term—such as product market deregulation and infrastructure investment. Macroeconomic support can help make reforms more effective, by bringing forward long-term gains or alleviating their short-term costs . Where monetary policy is becoming over-burdened, domestic policy coordination can help make macroeconomic support more effective. Fiscal space, where it exists, should be used to offset short-term costs of reforms. And where fiscal constraints are binding, budget-neutral reform packages with positive demand effects should take priority. Some structural reforms can themselves help generate fiscal space. For example, IMF research finds that by boosting output, product market deregulation can help lower the debt-to-GDP ratio over time. Formulating a medium-term plan that clarifies the long-term objectives of fiscal policy can also help increase near-term fiscal space. With nearly all G-20 economies operating at below-potential output, the IMF is recommending measures that both boost near-term growth and raise long-term potential growth. For example: ? In advanced economies, these measures include shifting public spending toward infrastructure investment (Australia, Canada, Germany, United States (US)); promoting product market reforms (Australia, Canada, Germany, Japan, Korea, Italy) and labor market reforms (Canada, Germany, Japan, Korea, United Kingdom (UK), US); and fiscal structural reforms (France, UK, US). Where there is fiscal space, lowering employment protection is also recommended (Korea). ? Recommendations for emerging markets (EMs) focus on raising public investment efficiency ( India, Saudi Arabia, South Africa), labor market reforms (Indonesia, Russia, Saudi Arabia, South Africa, Turkey), and product market reforms (China, Saudi Arabia, South Africa), which would boost investment and productivity within tighter budgetary constraints particularly if barriers to trade and FDI were eased (Brazil, India, Indonesia). Governance (China, South Africa) and other institutional reforms are also crucial. Where policy space is limited, adjusting the composition of fiscal policy can create space to support reforms ( Argentina, India, Mexico, Russia). ? Some commodity-exporting EMs (Brazil, Russia, Saudi Arabia, South Africa) are facing acute challenges, with output significantly below potential and an urgent need to rebuild fiscal buffers. To bolster growth, Fund staff recommends product market and legal reforms to improve the business climate and investment; trade and FDI liberalization to facilitate diversification; and financial deepening to boost credit flows. IMF advice also aims to promote inclusiveness and macroeconomic resilience. The Fund recommends a targeted expansion of social spending toward vulnerable groups (Mexico), social spending for the elderly poor ( Korea), and upgrading social programs for the nonworking poor (US). Recommendations to bolster macrofinancial resilience include expanding the housing supply (UK), resolving the corporate debt overhang (China, Korea), coordinating a national approach to regulating and supervising life insurers (US), and reforming monetary frameworks (Argentina, China).

Background: Stroke is one of the leading causes of mortality worldwide. During the last decade, there have been several improvements in stroke-related care such as raising public awareness for early presentation, lifestyle modification, thrombolytic therapy and endovascular therapy. We aimed to evaluate the potential changes in global stroke-related mortality following these innovations. Methods: We completed a systematic review of all population-based cohort studies published during the last two decades (2000-2020). We retained all studies which reported age-adjusted and sex-specific stroke-related mortality. We grouped the countries into: developed countries with predominant White population* (Canada, United States of America, Western Europe, Australia, New Zealand), Eastern Europe, Latin America, and Asia. For each of the region, we compared the median stroke-related mortality during the decade 2010 to the stroke-related mortality of the 2000 decade. Results: Of 210 articles screened, there were eight studies that reported population-based age-standardized and sex-specific stroke-related mortality in 47 countries. We presented the international secular variations in sex-specific stroke-related mortality in Figure 1. We noted significant temporal decreases in age-standardized stroke-related mortality for both men and women in all regions except for Eastern European women and Asian men. Globally, the stroke-related mortality decreased from 40.0 to 31.7 and from 31.6 to 22.8 per 100,000 for men and women, respectively The reductions of stroke-related deaths approximated 22% and 29%, for men and women, respectively. Conclusion: Despite its temporal decrease in most regions, the lack of reduction in stroke-related mortality of Eastern European women and Asian men are noteworthy. Future research is needed to decrease the stroke-related mortality in these high-risk populations. *: As defined by the International Monetary Fund

This study presents a comprehensive exploratory and descriptive analysis of Canadian theatre projects on the Kickstarter platform, using both quantitative and qualitative data. In the country-level analysis, comparative statistics are provided with Kickstarter projects based in the United States. Our quantitative analysis finds that many theatre projects in Canada are successfully raising funds on Kickstarter, with the success rate being similar to that of theatre projects in the US, but on a relatively smaller scale in terms of the amount of money raised. Only Ontario, Quebec, British Columbia and Alberta, have more than three theatre projects on Kickstarter and of these, only Quebec has a proportion of Canadian theatre projects (and successful projects) on Kickstarter that are lower than its proportion of Canada’s population. In our qualitative analysis we find that theatre crowdfunding in Canada has a strong philanthropic component, and highlight limitations with Kickstarter data and the challenges of measuring success in crowdfunding more generally.

Introduction This year, 2008, marks the tenth anniversary of the portable MP3 player. MPMan F10, the first such device to utilise the MP3-encoding format, was launched in March 1998 (Smith). However it was not until April 2003 when Apple Inc launched the iPod that the market began the massive growth that has made the devices almost ubiquitous in everyday life. In 2006 iPods were rated as more popular than beer amongst college students in the United States, according to Student Monitor. Beer had only previously surpassed in popularity once before, in 1997, by the Internet (Zeff). This year will also see the launch in Australia of the latest offering in this line of products – the iPhone – which incorporates the popular MP3 player in an advanced mobile phone. The iPhone features a touch-sensitive flat screen that serves as the interface for its operating system. While the design is striking, it also generates accessibility problems. There are obvious implications for those with vision impairments when there are no physical markers to point towards the phone’s functions (Crichton). This article critically examines the promise of Internet-based digital technology to open up the world to people with disabilities, and the parallel danger that the social construction of disability in the digital environment will simply come to mirror pre-existing analogue discrimination. This paper explores how technologies and innovations designed to improve access by the disabled actually enhance access for all users. The first part of the paper focuses on ‘Web 2.0’ and digital access for people with disability, particularly those with vision impairment. The online software that drives the iPod and iPhone and exclusively delivers content to these devices is iTunes. While iTunes seems on the surface to provide enormous opportunity for the vision impaired to access a broad selection of audio content, its design actually works to inhibit access to the platform for this group. Apple promotes the use of iTunes in educational settings through the iTunes U channel, and this potentially excludes those who have difficulty with access to the technology. Critically, it is these excluded people who, potentially, could benefit the most from the new technology. We consider the difficulty experienced by users of screen readers and braille tablets in relation to iTunes and highlight the potential problems for universities who seek to utilise iTunes U. In the second part of the paper we reframe disability accessibility as a principle of universal access and design and outline how changes made to assist users with disability can enhance the learning experience of all students using the Lectopia lecture recording and distribution system as an example. The third section of the paper situates these digital developments within the continuum of disability theory deploying Finkelstein’s three stages of disability development. The focus then shifts to the potential of online virtual worlds such as Second Life to act as a place where the promise of technology to mediate for disability might be realised. Goggin and Newell suggest that the Internet will not be fully accessible until disability is considered a cultural identity in the same way that class, gender and sexuality are. This article argues that accessibility must be addressed through the context of design and shared open standards for digital platforms. Web 2.0 and Accessibility The World Wide Web based its successful development on a set of common standards that worked across different software and operating systems. This interoperability held out great opportunity for the implementation of enabling software for those with disability, particularly sight and hearing impairments. The increasing sophistication and diversification of online content has confounded this initial promise. Websites have become more complex, particularly with the rise of ‘Web 2.0’ and the associated trends in coding and website design. This has aggravated attempts to mediate this content for a disabled audience through software (Zajicek). As Wood notes, ‘these days many computers are used principally to access the Internet – and there is no telling what a blind person will encounter there’. As the content requiring translation – either from text into audio or onto a braille tablet, or from audio into text captions – become less standardised and more complex, it becomes both harder for software to act as a translator, and harder to navigate this media once translated. This is particularly the case when links are generated ‘on the fly’ for each view of a website and where images replace words as hyperlinks. These problems can trace their origin to before the development of the World Wide Web. Reihing, addressing another Apple product in 1987 notes: The Apple Macintosh is particularly hard to use because it depends heavily on graphics. Some word processors ‘paint’ pictures of letters on the screen instead of using standard computer codes, and speech or braille devices can’t cope (in Goggin and Newell). Web 2.0 sites loaded with Ajax and other forms of Java scripting present a particular challenge for translation software (Zajicek). iTunes, an iconic Web 2.0 application, is a further step away from easily translated content as proprietary software that while operating though the Internet, does not conform to Web standards. Many translation software packages are unable to read the iTunes software at all or are limited and only able to read part of the page, but not enough of it to use the program (Furendal). As websites utilising ‘Web 2.0’ technology increase in popularity they become less attractive to users who are visually impaired, particularly because the dynamic elements can not be accessed using screen readers provided with the operating system (Bigham, Prince and Ladner). While at one level this presents an inability for a user with a disability to engage with the popular software, it also meant that universities seeking to use iTunes U to deliver content were excluding these students. To Apple’s credit they have taken some of these access concerns on board with the recent release of both the Apple operating system and iTunes, to better enable Apple’s own access software to translate the iTunes screen for blind users. However this also illustrates the problems with this type of software operating outside of nominated standards as there are still serious problems with access to iTunes on Microsoft’s dominant Windows operating system (Furendal). While Widows provides its own integrated screen reading software, the company acknowledges that this is not sufficiently powerful for regular use by disabled users who will need to use more specialised programs (Wood). The recent upgrade of the standard Windows operating system from XP to Vista seems to have abandoned the previous stipulation that there was a keyboard shortcut for each operation the system performed – a key requirement for those unable to use a visual interface on the screen to ‘point and click’ with a mouse (Wood). Other factors, such as the push towards iTunes U, explored in the next section, explain the importance of digital accessibility for everyone, not just the disabled as this technology becomes ubiquitous. The use of Lectopia in higher education demonstrates the value of flexibility of delivery to the whole student population, inclusive of the disabled. iPods and Higher Education iTunes is the enabling software supporting the iPod and iPhone. As well as commercial content, iTunes also acts as a distribution medium for other content that is free to use. It allows individuals or organisations to record and publish audio and video files – podcasts and vodcasts – that can be automatically downloaded from the Internet and onto individual computers and iPods as they become available. Significantly this technology has provided opportunities for educational use. iTunes U has been developed by Apple to facilitate the delivery of content from universities through the service. While Apple has acknowledged that this is, in part, a deliberate effort to drive the uptake of iTunes (Udell), there are particular opportunities for the distribution of information through this channel afforded by the technology. Duke University in the United States was an early adopter, distributing iPods to each of its first-year students for educational use as early as 2004 (Dean). A recent study of students at The University of Western Australia (UWA) by Williams and Fardon found that students who listen to lectures through portable media players such as iPods (the ‘Pod’ in iPod stands for ‘portable on demand’) have a higher attendance rate at lectures than those who do not. In 1998, the same year that the first portable MP3 player was being launched, the Lectopia (or iLecture) lecture recording and distribution system was introduced in Australia at UWA to enable students with disabilities better access to lecture materials. While there have been significant criticisms of this platform (Brabazon), the broad uptake and popularity of this technology, both at UWA and at many universities across Australia, demonstrates how changes made to assist disability can potentially help the broader community. This underpins the concept of ‘universal design’ where consideration given to people with disability also improves the lives of people without disability. A report by the Australian Human Rights and Equal Opportunity Commission, examined the accessibility of digital technology. Disability issues, such as access to digital content, were reframed as universal design issues: Disability accessibility issues are more accurately perceived in many cases as universal access issues, such that appropriate design for access by people with disabilities will improve accessibility and usability for … the community more generally. The idea of universal access was integral to Tim Berners-Lee’s original conception of the Web – however the platform has developed into a more complex and less ordered environment that can stray from agreed standards (Edwards, "Stop"). iTunes comes with its own accessibility issues. Furendal demonstrated that its design has added utility for some impairments notably dyslexia and colour blindness. However, as noted above, iTunes is highly problematic for those with other vision impairment particularly the blind. It is an example of the condition noted by Regan: There exists a false perception among designers that accessibility represents a restriction on creativity. There are few examples that exist in the world that can dissuade designers of this notion. While there are no technical reasons for this division between accessibility and design, the notion exists just the same. The invisibility of this issue confirms that while an awareness of differing abilities can assist all users, this blinkered approach to diverse visual acuities is not only blocking social justice imperatives but future marketing opportunities. The iPhone is notable for problems associated with use by people with disabilities, particularly people with hearing (Keizer) and vision impairments (Crichton). In colder climates the fact that the screen would not be activated by a gloved hand has also been a problem, its design reflects bias against not just the physically impaired. Design decisions reflect the socially constructed nature of disability where disability is related to how humans have chosen to construct the world (Finkelstein ,"To Deny"). Disability Theory and Technology Nora Groce conducted an anthropological study of Martha’s Vineyard in the United States. During the nineteenth century the island had an unusually high incidence of deafness. In response to this everyone on the island was able to communicate in sign language, regardless of the hearing capability, as a standard mode of communication. As a result the impairment of deafness did not become a disability in relation to communication. Society on the island was constructed to be inclusive without regard to a person’s hearing ability. Finkelstein (Attitudes) identified three stages of disability ‘creation’ to suggest disability (as it is defined socially) can be eradicated through technology. He is confident that the third phase, which he argues has been occurring in conjunction with the information age, will offset many of the prejudicial attitudes established during the second phase that he characterised as the industrial era. Digital technologies are often presented as a way to eradicate disability as it is socially constructed. Discussions around the Web and the benefits for people with disability usually centre on accessibility and social interaction. Digital documents on the Internet enable people with disability greater access than physical spaces, such as libraries, especially for the visually impaired who are able to make use of screen readers. There are more than 38 million blind people who utilise screen reading technology to access the Web (Bigham, Prince and Ladner). A visually impaired person is able to access digital texts whereas traditional, analogue, books remain inaccessible. The Web also allows people with disability to interact with others in a way that is not usually possible in general society. In a similar fashion to arguments that the Web is both gender and race neutral, people with disability need not identify as disabled in online spaces and can instead be judged on their personality first. In this way disability is not always a factor in the social encounter. These arguments however fail to address several factors integral to the social construction of disability. While the idea that a visually impaired person can access books electronically, in conjunction with a screen reader, sounds like a disability-free utopia, this is not always the case as ‘digital’ does not always mean ‘accessible’. Often digital documents will be in an image format that cannot be read by the user’s screen reader and will need to be converted and corrected by a sighted person. Sapey found that people with disabilities are excluded from informational occupations. Computer programming positions were fourth least likely of the 58 occupations examined to employ disabled people. As Rehing observed in 1987, it is a fantasy to think that accessibility for blind people simply means turning on a computer (Rehing in Goggin and Newell). Although it may sound empowering for people with disability to interact in an environment where they can live out an identity different from the rhythm of their daily patterns, the reality serves to decrease the visibility of disability in society. Further, the Internet may not be accessible for people with disability as a social environment in the first place. AbilityNet’s State of the eNation Web Accessibility Report: Social Networking Sites found a number of social networking sites including the popular MySpace and Facebook are inaccessible to users with a number of different disabilities, particularly those with a visual impairment such as blindness or a cognitive disability like dyslexia. This study noted the use of ‘Captcha’ – ‘Completely Automated Public Turing test to tell Computers and Humans Apart’ – technology designed to differentiate between a person signing up for an account and an automated computer process. This system presents an image of a word deliberately blurred and disfigured so that it cannot be readily identified by a computer, which can only be translated by a human user. This presents an obstacle to people with a visual impairment, particularly those relying on transcription software that will, by design, not be able to read the image, as well as those with dyslexia who may also have trouble translating the image on the screen. Virtual Worlds and New Possibilities The development of complex online virtual worlds such as Second Life presents their own set of challenges for access, for example, the use of Captcha. However they also afford opportunity. With over a million residents, there is a diversity of creativity. People are using Second Life to try on different identities or campaign for causes relevant in the real world. For example, Simon Stevens (Simon Walsh in SL), runs the nightclub Wheelies in the virtual world and continues to use a wheelchair and helmet in SL – similar to his real-life self: I personally changed Second Life’s attitude toward disability when I set up ‘Wheelies’, its first disability nightclub. This was one of those daft ideas which grew and grew and… has remained a central point for disability issues within Second Life. Many new Disabled users make contact with me for advice and wheelies has helped some of them ‘come out’ and use a wheelchair (Carter). Able-bodied people are also becoming involved in raising disability awareness through Second Life, for example Fez Richardson is developing applications for use in Second Life so that the non-disabled can experience the effects of impairment in this virtual realm (Cassidy) Tertiary Institutions are embracing the potential of Second Life, utilising the world as a virtual classroom. Bates argues that Second Life provides a learning environment free of physical barriers that has the potential to provide an enriched learning experience for all students regardless of whether they have a disability. While Second Life might be a good environment for those with mobility impairment there are still potential access problems for the vision and hearing impaired. However, Second Life has recently become open source and is actively making changes to aid accessibility for the visually impaired including an audible system where leaves rustle to denote a tree is nearby, and text to speech software (Sierra). Conclusion Goggin and Newell observe that new technology is a prominent component of social, cultural and political changes with the potential to mitigate for disability. The uneven interface of the virtual and the analogue, as demonstrated by the implementation and operation of iTunes, indicates that this mitigation is far from an inevitable consequence of this development. However James Edwards, author of the Brothercake blog, is optimistic that technology does have an important role in decreasing disability in wider society, in line with Finkelstein’s third phase: Technology is the last, best hope for accessibility. It's not like the physical world, where there are good, tangible reasons why some things can never be accessible. A person who's blind will never be able to drive a car manually; someone in a wheelchair will never be able to climb the steps of an ancient stone cathedral. Technology is not like the physical world – technology can take any shape. Technology is our slave, and we can make it do what we want. With technology there are no good reasons, only excuses (Edwards, "Technology"). Internet-based technologies have the potential to open up the world to people with disabilities, and are often presented as a way to eradicate disability as it is socially constructed. While Finkelstein believes new technologies characteristic of the information age will offset many of the prejudicial attitudes established during the industrial revolution, where technology was established around able-bodied norms, the examples of the iPhone and Captcha illustrate that digital technology is often constructed in the same social world that people with disability are routinely disabled by. The Lectopia system on the other hand enables students with disabilities to access lecture materials and highlights the concept of universal access, the original ideology underpinning design of the Web. Lectopia has been widely utilised by many different types of students, not just the disabled, who are seeking flexibility. While we should be optimistic, we must also be aware as noted by Goggin and Newell the Internet cannot be fully accessible until disability is considered a cultural identity in the same way that class, gender and sexuality are. Accessibility is a universal design issue that potentially benefits both those with a disability and the wider community. References AbilityNet Web Accessibility Team. State of the eNation Web Accessibility Reports: Social Networking Sites. AbilityNet. January 2008. 12 Apr. 2008 ‹http://www.abilitynet.org.uk/docs/enation/2008SocialNetworkingSites.pdf›. Bates, Jacqueline. "Disability and Access in Virtual Worlds." Paper presented at Alternative Format Conference, LaTrobe University, Melbourne, 21–23 Jan. 2008. Bigham, Jeffrey P., Craig M. Prince, and Richard E. Ladner . "WebAnywhere: A Screen Reader On-the-Go." Paper presented at 17th International World Wide Web Conference, Beijing, 21–22 April 2008. 29 Apr. 2008 ‹http://webinsight.cs.washington.edu/papers/webanywhere-html/›. Brabazon, Tara. "Socrates in Earpods: The iPodification of Education." Fast Capitalism 2.1, (July 2006). 8 June 2008 ‹http://www.uta.edu/huma/agger/fastcapitalism/2_1/brabazon.htm›. Carter, Paul. "Virtually the Same." Disability Now (May 2007). Cassidy, Margaret. "Flying with Disability in Second Life." Eureka Street 18.1 (10 Jan. 2008): 22-24. 15 June 2007 ‹http://www.eurekastreet.com.au/article.aspx?aeid=4849›. Crichton, Paul. "More on the iPhone…" Access 2.0. BBC.co.uk 22 Jan. 2007. 12 Apr. 2008 ‹http://www.bbc.co.uk/blogs/access20/2007/01/more_on_the_iphone.shtml›. Dean, Katie. "Duke Gives iPods to Freshmen." Wired Magazine (20 July 2004). 29 Apr. 2008 ‹http://www.wired.com/entertainment/music/news/2004/07/64282›. Edwards, James. "Stop Using Ajax!" Brothercake (24 April 2008). 1 May 2008 ‹http://dev.opera.com/articles/view/stop-using-ajax›. –––. "Technology Is the Last, Best Hope for Accessibility." Brothercake 13 Mar. 2007. 1 May 2008 ‹http://www.brothercake.com/site/resources/reference/hope›. Finkelstein, Victor. "To Deny or Not to Deny Disability." Magic Carpet 27.1 (1975): 31-38. 1 May 2008 ‹http://www.independentliving.org/docs1/finkelstein.html›. –––. Attitudes and Disabled People: Issues for Discussion. Geneva: World Rehabilitation Fund, 1980. 1 May 2008 ‹http://www.leeds.ac.uk/disability-studies/archiveuk/finkelstein/attitudes.pdf›. Furendal, David. "Downloading Music and Videos from the Internet: A Study of the Accessibility of The Pirate Bay and iTunes store." Presentation at Uneå University, 24 Jan. 2007. 13 Apr. 2008 ‹http://www.david.furendal.com/Accessibility.aspx›. Groce, Nora E. Everyone Here Spoke Sign Language: Hereditary Deafness on Martha's Vineyard. Cambridge, MA: Harvard University, 1985. Goggin, Gerard, and Christopher Newell. Digital Disability: The Social Construction of Disability in New Media. Oxford: Rowman & Littlefield, 2003. Human Rights and Equal Opportunities Commission. Accessibility of Electronic Commerce and New Service and Information Technologies for Older Australians and People with a Disability. 31 March 2000. 30 Apr. 2008 ‹http://www.hreoc.gov.au/disability_rights/inquiries/ecom/ecomrep.htm#BM2_1›. Keizer, Gregg. "Hearing Loss Group Complains to FCC about iPhone." Computerworld (20 Sep. 2007). 12 Apr. 2008 ‹http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9037999›. Regan, Bob. "Accessibility and Design: A Failure of the Imagination." ACM International Conference Proceedings Series 63: Proceedings of The 2004 International Cross-disciplinary Workshop on Web Accessibility (W4A). 29–37. Sapey, Bob. "Disablement in the Information Age." Disability and Society 15.4 (June 2000): 619–637. Sierra. "IBM Project: Second Life Accessible for Blind People." Techpin (24 Sep. 2007). 3 May 2008 ‹http://www.techpin.com/ibm-project-second-life-accessible-for-blind-people/›. Smith, Tony. "Ten Years Old: The World’s First MP3 Player." Register Hardware (10 Mar. 2008). 12 Apr. 2008 ‹http://www.reghardware.co.uk/2008/03/10/ft_first_mp3_player/›. Udell, Jon. "The iTunes U Agenda." InfoWorld (22 Feb. 2006). 13 Apr. 2008 ‹http://weblog.infoworld.com/udell/2006/02/22.html›. Williams, Jocasta, and Michael Fardon. "Perpetual Connectivity: Lecture Recordings and Portable Media Players." Proceedings from Ascilite, Singapore, 2–5 Dec. 2007. 1084–1092. Wood, Lamont. "Blind Users Still Struggle with 'Maddening' Computing Obstacles." Computerworld (16 Apr. 2008). 27 Apr. 2008 ‹http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9077118&source=NLT_AM&nlid=1›. Zajicek, Mary. "Web 2.0: Hype or Happiness?" Paper presented at International Cross-Disciplinary Conference on Web Accessibility, Banff, Canada, 2–9 May 2007. 12 Apr. 2008 ‹http://www.w4a.info/2007/prog/k2-zajicek.pdf›. Zeff, Robbin. "Universal Design across the Curriculum." New Directions for Higher Education 137 (Spring 2007): 27–44.

We need a clear, unified, and consistent voice to effect the complete dismantling, the abolition, of the mechanisms of animal exploitation.And that will only come from what we say and do, no matter who we are.— Gary L. Francione, animal rights theoristThe history of hashtags is relatively short but littered with the remnants of corporate hashtags which may have seemed a good idea at the time within the confines of the boardroom. It is difficult to understand the rationale behind the use of hashtags as an effective communications tactic in 2019 by corporations when a quick stroll through their recent past leaves behind the much-derided #qantasluxury (Glance), #McDstories (Hill), and #myNYPD (Tran).While hashtags have an obvious purpose in bringing together like-minded publics and facilitating conversation (Kwye et al. 1), they have also regularly been the subject of “hashtag takeovers” by activists and other interested parties, and even by trolls, as the Ecological Society of Australia found in 2015 when their seemingly innocuous #ESA15 hashtag was taken over with pornographic images (news.com.au). Hashtag takeovers have also been used as a dubious marketing tactic, where smaller and less well-known brands tag their products with trending hashtags such as #iphone in order to boost their audience (Social Garden). Hashtags are increasingly used as a way for activists or other interested parties to disrupt a message. It is, I argue, predictable that any hashtag related to an even slightly controversial topic will be subject to some form of activist hashtag takeover, with varying degrees of success.That veganism and the dairy industry should attract such conflict is unsurprising given that the two are natural enemies, with vegans in particular seeming to anticipate and actively engage in the battle for the opposing hashtag.Using a comparative analysis of the #Veganuary and #Februdairy hashtags and how they have been used by both pro-vegan and pro-dairy social media users, this article illustrates that the enthusiastic and well-meaning social media efforts of farmers and dairy supporters have so far been unable to counteract those of well-organised and equally passionate vegan activists. This analysis compares tweets in the first week of the respective campaigns, concluding that organisations, industries and their representatives should be extremely wary of engaging said activists who are not only highly-skilled but are also highly-motivated. Grassroots, ideology-driven activism is a formidable opponent in any public space, let alone when it takes place on the outspoken and unstructured landscape of social media which is sometimes described as the “wild West” (Fitch 5) where anything goes and authenticity and plain-speaking is key (Macnamara 12).I Say Hashtag, You Say Bashtag#Februdairy was launched in 2018 to promote the benefits of dairy. The idea was first mooted on Twitter in 2018 by academic Dr Jude Capper, a livestock sustainability consultant, who called for “28 days, 28 positive dairy posts” (@Bovidiva; Howell). It was a response to the popular Veganuary campaign which aimed to “inspire people to try vegan for January and throughout the rest of the year”, a campaign which had gained significant traction both online and in the traditional media since its inception in 2014 (Veganuary). Hopes were high: “#Februdairy will be one month of dairy people posting, liking and retweeting examples of what we do and why we do it” (Yates). However, the #Februdairy hashtag has been effectively disrupted and has now entered the realm of a bashtag, a hashtag appropriated by activists for their own purpose (Austin and Jin 341).The Dairy Industry (Look Out the Vegans Are Coming)It would appear that the dairy industry is experiencing difficulties in public perception. While milk consumption is declining, sales of plant-based milks are increasing (Kaiserman) and a growing body of health research has questioned whether dairy products and milk in particular do in fact “do a body good” (Saccaro; Harvard Milk Study). In the 2019 review of Canada’s food guide, its first revision since 2007, for instance, the focus is now on eating plant-based foods with dairy’s former place significantly downgraded. Dairy products no longer have their own distinct section and are instead placed alongside other proteins including lentils (Pippus).Nevertheless, the industry has persevered with its traditional marketing and public relations activities, choosing to largely avoid addressing animal welfare concerns brought to light by activists. They have instead focused their message towards countering concerns about the health benefits of milk. In the US, the Milk Processing Education Program’s long-running celebrity-driven Got Milk campaign has been updated with Milk Life, a health focused campaign, featuring images of children and young people living an active lifestyle and taking part in activities such as skateboarding, running, and playing basketball (Milk Life). Interestingly, and somewhat inexplicably, Milk Life’s home page features the prominent headline, “How Milk Can Bring You Closer to Your Loved Ones”.It is somewhat reflective of the current trend towards veganism that tennis aces Serena and Venus Williams, both former Got Milk ambassadors, are now proponents for the plant-based lifestyle, with Venus crediting her newly-adopted vegan diet as instrumental in her recovery from an auto-immune disease (Mango).The dairy industry’s health focus continues in Australia, as well as the use of the word love, with former AFL footballer Shane Crawford—the face of the 2017 campaign Milk Loves You Back, from Lion Dairy and Drinks—focusing on reminding Australians of the reputed nutritional benefits of milk (Dawson).Dairy Australia meanwhile launched their Legendairy campaign with a somewhat different focus, promoting and lauding Australia’s dairy families, and with a message that stated, in a nod to the current issues, that “Australia’s dairy farmers and farming communities are proud, resilient and innovative” (Dairy Australia). This campaign could be perceived as a morale-boosting exercise, featuring a nation-wide search to find Australia’s most legendairy farming community (Dairy Australia). That this was also an attempt to humanise the industry seems obvious, drawing on established goodwill felt towards farmers (University of Cambridge). Again, however, this strategy did not address activists’ messages of suffering animals, factory farms, and newborn calves being isolated from their grieving mothers, and it can be argued that consumers are being forced to make the choice between who (or what) they care about more: animals or the people making their livelihoods from them.Large-scale campaigns like Legendairy which use traditional channels are of course still vitally important in shaping public opinion, with statistics from 2016 showing 85.1% of Australians continue to watch free-to-air television (Roy Morgan, “1 in 7”). However, a focus and, arguably, an over-reliance on traditional platforms means vegans and animal activists are often unchallenged when spreading their message via social media. Indeed, when we consider the breakdown in age groups inherent in these statistics, with 18.8% of 14-24 year-olds not watching any commercial television at all, an increase from 7% in 2008 (Roy Morgan, “1 in 7”), it is a brave and arguably short-sighted organisation or industry that relies primarily on traditional channels to spread their message in 2019. That these large-scale campaigns do little to address the issues raised by vegans concerning animal welfare leaves these claims largely unanswered and momentum to grow.This growth in momentum is fuelled by activist groups such as the People for the Ethical Treatment of Animals (PETA) who are well-known in this space, with 5,494,545 Facebook followers, 1.06 million Twitter followers, 973,000 Instagram followers, and 453,729 You Tube subscribers (People for the Ethical Treatment of Animals). They are also active on Pinterest, a visual-based platform suited to the kinds of images and memes particularly detrimental to the dairy industry. Although widely derided, PETA’s reach is large. A graphic video posted to Facebook on February 13 2019 and showing a suffering cow, captioned “your cheese is not worth this” was shared 1,244 times, and had 4.6 million views in just over 24 hours (People for the Ethical Treatment of Animals). With 95% of 12-24 year olds in Australia now using social networking sites (Statista), it is little wonder veganism is rapidly growing within this demographic (Bradbury), with The Guardian labelling the rise of veganism unstoppable (Hancox).Activist organisations are joined by prominent and charismatic vegan activists such as James Aspey (182,000 Facebook followers) and Earthling Ed (205,000 Facebook followers) in distributing information and images that are influential and often highly graphic or disturbing. Meanwhile Instagram influencers and You Tube lifestyle vloggers such as Ellen Fisher and FreeLee share information promoting vegan food and the vegan lifestyle (with 650,320 and 785,903 subscribers respectively). YouTube video Dairy Is Scary has over 5 million views (Janus) and What the Health, a follow-up documentary to Cowspiracy: The Sustainability Secret, promoting veganism, is now available on Netflix, which itself has 9.8 million Australian subscribers (Roy Morgan, “Netflix”). BOSH’s plant-based vegan cookbook was the fastest selling cookbook of 2018 (Chiorando).Additionally, the considerable influence of celebrities such as Miley Cyrus, Beyonce, Alicia Silverstone, Zac Efron, and Jessica Chastain, to name just a few, speaking publicly about their vegan lifestyle, encourages veganism to become mainstream and increases its widespread acceptance.However not all the dairy industry’s ills can be blamed on vegans. Rising costs, cheap imports, and other pressures (Lockhart, Donaghy and Gow) have all placed pressure on the industry. Nonetheless, in the battle for hearts and minds on social media, the vegans are leading the way.Qualitative research interviewing new vegans found converting to veganism was relatively easy, yet some respondents reported having to consult multiple resources and required additional support and education on how to be vegan (McDonald 17).Enter VeganuaryUsing a month, week or day to promote an idea or campaign, is a common public relations and marketing strategy, particularly in health communications. Dry July and Ocsober both promote alcohol abstinence, Frocktober raises funds for ovarian cancer, and Movember is an annual campaign raising awareness and funds for men’s health (Parnell). Vegans Matthew Glover and Jane Land were discussing the success of Movember when they raised the idea of creating a vegan version. Their initiative, Veganuary, urging people to try vegan for the month of January, launched in 2014 and since then 500,000 people have taken the Veganuary pledge (Veganuary).The Veganuary website is the largest of its kind on the internet. With vegan recipes, expert advice and information, it provides all the answers to Why go vegan, but it is the support offered to answer How to go vegan that truly sets Veganuary apart. (Veganuary)That Veganuary participants would use social media to discuss and share their experiences was a foregone conclusion. Twitter, Facebook, and Instagram are all utilised by participants, with the official Veganuary pages currently followed/liked by 159,000 Instagram followers, receiving 242,038 Facebook likes, and 45,600 Twitter followers (Veganuary). Both the Twitter and Instagram sites make effective use of hashtags to spread their reach, not only using #Veganuary but also other relevant hashtags such as #TryVegan, #VeganRecipes, and the more common #Vegan, #Farm, and #SaveAnimals.Februdairy Follows Veganuary, But Only on the CalendarCalling on farmers and dairy producers to create counter content and their own hashtag may have seemed like an idea that would achieve an overall positive response.Agricultural news sites and bloggers spread the word and even the BBC reported on the industry’s “fight back” against Veganuary (BBC). However the hashtag was quickly overwhelmed with anti-dairy activists mobilising online. Vegans issued a call to arms across social media. The Vegans in Australia Facebook group featured a number of posts urging its 58,949 members to “thunderclap” the Februdairy hashtag while the Project Calf anti-dairy campaign declared that Februdairy offered an “easy” way to spread their information (Sandhu).Februdairy farmers and dairy supporters were encouraged to tell their stories, sharing positive photographs and videos, and they did. However this content was limited. In this tweet (fig. 1) the issue of a lack of diverse content was succinctly addressed by an anti-Februdairy activist.Fig. 1: Content challenges. (#Februdairy, 2 Feb. 2019)MethodUtilising Twitter’s advanced search capability, I was able to search for #Veganuary tweets from 1 to 7 January 2019 and #Februdairy tweets from 1 to 7 February 2019. I analysed the top tweets provided by Twitter in terms of content, assessed whether the tweet was pro or anti Veganuary and Februdairy, and also categorised its content in terms of subject matter.Tweets were analysed to assess whether they were on message and aligned with the values of their associated hashtag. Veganuary tweets were considered to be on message if they promoted veganism or possessed an anti-dairy, anti-meat, or pro-animal sentiment. Februdairy tweets were assessed as on message if they promoted the consumption of dairy products, expressed sympathy or empathy towards the dairy industry, or possessed an anti-vegan sentiment. Tweets were also evaluated according to their clarity, emotional impact and coherence. The overall effectiveness of the hashtag was then evaluated based on the above criteria as well as whether they had been hijacked.Results and FindingsOverwhelmingly, the 213 #Veganuary tweets were on message. That is they were pro-Veganuary, supportive of veganism, and positive. The topics were varied and included humorous memes, environmental facts, information about the health benefits of veganism, as well as a strong focus on animals. The number of non-graphic tweets (12) concerning animals was double that of tweets featuring graphic or shocking imagery (6). Predominantly the tweets were focused on food and the sharing of recipes, with 44% of all pro #Veganuary tweets featuring recipes or images of food. Interestingly, a number of well-known corporations tweeted to promote their vegan food products, including Tesco, Aldi, Iceland, and M&S. The diversity of veganism is reflected in the tweets. Organisations used the hashtag to promote their products, including beauty and shoe products, social media influencers promoted their vegan podcasts and blogs, and, interestingly, the Ethiopian Embassy of the United Kingdom tweeted their support.There were 23 (11%) anti-Veganuary tweets. Of these, one was from Dr. Jude Capper, the founder of Februdairy. The others expressed support for farming and farmers, and a number were photographs of meat products, including sausages and fry-ups. One Australian journalist tweeted in favour of meat, stating it was yummy murder. These tweets could be described as entertaining and may perhaps serve as a means of preaching to the converted, but their ability to influence and persuade is negligible.Twitter’s search tool provided access to 141 top #Februdairy tweets. Of these 82 (52%) were a hijack of the hashtag and overtly anti-Februdairy. Vegan activists used the #Februdairy hashtag to their advantage with most of their tweets (33%) featuring non-graphic images of animals. They also tweeted about other subject matters, including environmental concerns, vegan food and products, and health issues related to dairy consumption.As noted by the activists (see fig. 1 above), most of the pro-Februdairy tweets were images of milk or dairy products (41%). Images of farms and farmers were the next most used (26%), followed by images of cows (17%) (see fig. 2). Fig. 2: An activist makes their anti-Februdairy point with a clear, engaging image and effective use of hashtags. (#Februdairy, 6 Feb. 2019)The juxtaposition between many of the tweets was also often glaring, with one contrasting message following another (see fig. 3). Fig. 3: An example of contrasting #Februdairy tweets with an image used by the activists to good effect, making their point known. (#Februdairy, 2 Feb. 2019)Storytelling is a powerful tool in public relations and marketing efforts. Yet, to be effective, high-quality content is required. That many of the Februdairy proponents had limited social media training was evident; images were blurred, film quality was poor, or they failed to make their meaning clear (see fig. 4). Fig. 4: A blurred photograph, reflective of some of the low-quality content provided by Februdairy supporters. (#Februdairy, 3 Feb. 2019)This image was tweeted in support of Februdairy. However the image and phrasing could also be used to argue against Februdairy. We can surmise that the tweeter was suggesting the cow was well looked after and seemingly content, but overall the message is as unclear as the image.While some pro-Februdairy supporters recognised the need for relevant hashtags, often their images were of a low-quality and not particularly engaging, a requirement for social media success. This requirement seems to be better understood by anti-Februdairy activists who used high-quality images and memes to create interest and gain the audience’s attention (see figs. 5 and 6). Fig. 5: An uninspiring image used to promote Februdairy. (#Februdairy, 6 Feb. 2019) Fig. 6: Anti-Februdairy activists made good use of memes, recognising the need for diverse content. (#Februdairy, 3 Feb. 2019)DiscussionWhat the #Februdairy case makes clear, then, is that in continuing its focus on traditional media, the dairy industry has left the battle online to largely untrained, non-social media savvy supporters.From a purely public relations perspective, one of the first things we ask our students to do in issues and crisis communication is to assess the risk. “What can hurt your organisation?” we ask. “What potential issues are on the horizon and what can you do to prevent them?” This is PR101 and it is difficult to understand why environmental scanning and resulting action has not been on the radar of the dairy industry long before now. It seems they have not fully anticipated or have significantly underestimated the emerging issue that public perception, animal cruelty, health concerns, and, ultimately, veganism has had on their industry and this is to their detriment. In Australia in 2015–16 the dairy industry was responsible for 8 per cent (A$4.3 billion) of the gross value of agricultural production and 7 per cent (A$3 billion) of agricultural export income (Department of Agriculture and Water Resources). When such large figures are involved and with so much at stake, it is hard to rationalise the decision not to engage in a more proactive online strategy, seeking to engage their publics, including, whether they like it or not, activists.Instead there are current attempts to address these issues with a legislative approach, lobbying for the introduction of ag-gag laws (Potter), and the limitation of terms such as milk and cheese (Worthington). However, these measures are undertaken while there is little attempt to engage with activists or to effectively counter their claims with a widespread authentic public relations campaign, and reflects a failure to understand the nature of the current online environment, momentum, and mood.That is not to say that the dairy industry is not operating in the online environment, but it does not appear to be a priority, and this is reflected in their low engagement and numbers of followers. For instance, Dairy Australia, the industry’s national service body, has a following of only 8,281 on Facebook, 6,981 on Twitter, and, crucially, they are not on Instagram. Their Twitter posts do not include hashtags and unsurprisingly they have little engagement on this platform with most tweets attracting no more than two likes. Surprisingly they have 21,013 subscribers on YouTube which featured professional and well-presented videos. This demonstrates some understanding of the importance of effective storytelling but not, as yet, trans-media storytelling.ConclusionSocial media activism is becoming more important and recognised as a legitimate voice in the public sphere. Many organisations, perhaps in recognition of this as well as a growing focus on responsible corporate behaviour, particularly in the treatment of animals, have adjusted their behaviour. From Unilever abandoning animal testing practices to ensure Dove products are certified cruelty free (Nussbaum), to Domino’s introducing vegan options, companies who are aware of emerging trends and values are changing the way they do business and are reaping the benefits of engaging with, and catering to, vegans. Domino’s sold out of vegan cheese within the first week and vegans were asked to phone ahead to their local store, so great was the demand. 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