• Partner With Us
  • Focus Areas
    • Cause Selection
    • Global Health & Wellbeing
      • Abundance & Growth
      • Effective Giving & Careers
      • Farm Animal Welfare
      • Global Aid Policy
      • Global Health & Development
      • Global Health R&D
      • Global Public Health Policy
      • Scientific Research
    • Global Catastrophic Risks
      • Biosecurity & Pandemic Preparedness
      • Forecasting
      • Global Catastrophic Risks Capacity Building
      • Potential Risks from Advanced AI
    • Other Areas
      • History of Philanthropy
  • Grants
  • Research & Updates
    • Blog Posts
    • In the News
    • Research Reports
    • Notable Lessons
  • About Us
    • Grantmaking Process
    • How to Apply for Funding
    • Careers
    • Team
    • Operating Values
    • Stay Updated
    • Contact Us
  • Partner With Us
  • Focus Areas
    • Cause Selection
    • Global Health & Wellbeing
      • Abundance & Growth
      • Effective Giving & Careers
      • Farm Animal Welfare
      • Global Aid Policy
      • Global Health & Development
      • Global Health R&D
      • Global Public Health Policy
      • Scientific Research
    • Global Catastrophic Risks
      • Biosecurity & Pandemic Preparedness
      • Forecasting
      • Global Catastrophic Risks Capacity Building
      • Potential Risks from Advanced AI
    • Other Areas
      • History of Philanthropy
  • Grants
  • Research & Updates
    • Blog Posts
    • In the News
    • Research Reports
    • Notable Lessons
  • About Us
    • Grantmaking Process
    • How to Apply for Funding
    • Careers
    • Team
    • Operating Values
    • Stay Updated
    • Contact Us

Animal Welfare Action Lab — Meat Reduction and Elimination Messaging Study

Visit Grantee Site
  • Focus Area: Farm Animal Welfare
  • Category: Global Health & Wellbeing
  • Organization Name: Animal Welfare Action Lab
  • Amount: $79,100

  • Award Date: June 2017

Table of Contents

    Grant investigator: Lewis Bollard

    This page was reviewed but not written by the grant investigator. Animal Welfare Action Lab and Reducetarian Foundation staff also reviewed this page prior to publication.

    The Open Philanthropy Project recommended a grant of $79,100 to the Animal Welfare Action Lab (AWAL) via the Reducetarian Foundation to support a multi-wave study analyzing the impact of meat reduction and elimination messaging on self-reported animal product consumption. The funded study will replicate and improve upon an earlier multi-wave study by AWAL, which found that participants who read a persuasive news article about the rise of people eating less meat later self-reported eating less meat compared to the control group.1 Our Program Officer for Farm Animal Welfare, Lewis Bollard, considers the research team for this project strong and is excited to see several methodology improvements upon the original study, including: a more representative sample through the use of YouGov, a larger sample size (N=4,000 compared to N=2,685 in the original), and the potential to fund a third-wave component analyzing whether any effect endures after two months. The funds for this grant will primarily cover costs associated with the use of YouGov.

    This is a discretionary grant.

    Update: In July 2018, we added $20,550 to the original award amount. The “grant amount” above has been updated to reflect this.

    Sources

    Document Source
    Macdonald, Caldwell and Boese 2021 Source
    Expand Footnotes Collapse Footnotes

    1.“…We find that both the reduce and eliminate appeals led to significant reductions in self-reported meat consumption five weeks after treatment exposure, on the order of 7.1% and 5.8%, respectively.” Macdonald, Caldwell and Boese 2021

    Related Items

    • Farm Animal Welfare

      Southern African Faith Communities’ Environment Institute — Cage-free Campaigns

      Open Philanthropy recommended a grant of $200,000 over two years to the Southern African Faith Communities’ Environment Institute to support cage-free campaigns in South Africa. This falls within...

      Read more
    • Farm Animal Welfare

      Animal Advocacy Careers — General Support (2025)

      Open Philanthropy recommended a grant of $1,500,000 over three years to Animal Advocacy Careers for general support. Animal Advocacy Careers provides training, career coaching, and educational resources to...

      Read more
    • Farm Animal Welfare

      Produtor do Bem Certifição — Farm Animal Welfare Certification in Brazil (2025)

      Open Philanthropy recommended a grant of $600,000 over two years to Produtor do Bem Certifição to support its farm animal welfare certification program for producers in Latin America. Many...

      Read more
    Back to Grants Database
    Open Philanthropy
    Open Philanthropy
    • We’re Hiring!
    • Press Kit
    • Governance
    • Privacy Policy
    • Stay Updated
    Mailing Address
    Open Philanthropy
    182 Howard Street #225
    San Francisco, CA 94105
    Email
    info@openphilanthropy.org
    Media Inquiries
    media@openphilanthropy.org
    Anonymous Feedback
    Feedback Form

    © Open Philanthropy 2025 Except where otherwise noted, this work is licensed under a Creative Commons Attribution-Noncommercial 4.0 International License.

    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
    Cookie SettingsAccept All
    Manage consent

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
    CookieDurationDescription
    cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
    cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
    cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
    cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
    cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
    viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
    Functional
    Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
    Performance
    Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
    Analytics
    Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
    Advertisement
    Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
    Others
    Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
    SAVE & ACCEPT