A major revision of animal rights bible Striking at the Roots, referencing changes from the last 10 years including the rise of social media, which is now a key part of any campaign. The book brings together the most effective tactics for speaking out for animal rights. Activists from around the globe explain why their models of activism have been successful - and how you can become involved. Concise and full of practical examples and resources, this manual for success demonstrates how many of the world's most engaged activists effectively speak to the public, lobby policymakers, and deal with law enforcement - all while keeping their eyes on the prize of achieving victories for animals. This book will empower you to make the most of your skills. From simple leafleting to taking direct action, each chapter clearly explains where to begin, what to expect, and how to ensure your message is heard.