“Content is King,” now let’s storm the castle

Most of you reading probably found us first as Better Eating International. In just over three years, we’ve reached millions of people through a series of sophisticated digital education campaigns to teach young people about the harms of animal agriculture and the benefits of vegan eating. It features dozens of animated videos, a website with resources, and highly-targeted advertising strategies. We’re still running the ad campaigns today, but also expanding in a new direction.

With Better Eating, we’ve found that the trope in the marketing industry that “content is king” is true — our campaigns wouldn’t have been effective without fantastic content. Unfortunately, the analogy rings true in another way: great content is often only accessible to a small number of elite, larger companies and nonprofits — those who can afford in-house creative teams or are able to outsource work to agencies.

Our goal as Expanded Circle Collective is to change that.

Most creative agencies are profit-driven enterprises, but we’re a 501(c)3 nonprofit with the sole purpose to increase access to quality visual content for those working toward social justice. Our team has chosen to accept reduced (but livable) wages in our fields because we’re also activists and would rather lend our talents to help the causes we care about than make websites and advertisements only for the companies that can afford it.

But most uniquely, we’re able to accept donations to subsidize the cost of our work. Your donation can be earmarked to support specific organizations or types of organizations, or it can go toward our basic operating costs. Either way, your donation translates into more attractive and effective visual communication for our movements. 

We’ll always have a bigger impact when we work together! We welcome people with skills to share to send us a note. And, of course, please spread the word about our services to your favorite grassroots organizations.