Artículos de revistas sobre el tema "Consumer behavior – Ethiopia"

Due to increasing self-service and changing consumers’ lifestyle, the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. The objective of this survey was to examine the effect of packaging attributes on consumer buying decision behavior. A total of 384 questionnaires were distributed to standard supermarkets in Addis Ababa and other major cities in Ethiopia. Only 369 questionnaires were returned at the end of the data collection process, which gave the response rate of 96 per cent. However, during the data cleaning only 362 were usable and used for the subsequent statistical analysis. Data collected were analyzed using correlation and regression. Innovation has the strongest effect on cereal food purchase decision (0.392) followed by printed information (0.193), background image (0.168) and font size (0.168). However, there were no significant relationships between packaging color (-0.054) and packaging materials (0.016) in the purchase decision of the cereal packaged food. Ethiopian consumers do not give weight to packaging color and the quality of the packaging material. The findings of this survey will be used to make recommendations to marketers to enhance their level of insight about consumers buying decisions. However, there were no significant relationships between packaging color and packaging materials in the purchase decision of the cereal packaged food.

The impact of religious behavior on food systems in developing economies has been understated in scholarly studies. With its different Christian, Islamic, and traditional faiths, Ethiopia emerges as a suitable country to investigate the impact of religious practices on demand. The inclusion of livestock products in Ethiopian diets is extremely low, even by African standards, a phenomenon often explained by supply and marketing problems combined with low income levels. We deviate from this dominant narrative and single out the impact of religion. We show how fasting practices of Orthodox Christians, the largest religious group, affect milk intake decisions and channels through which consumed milk is sourced. Employing country-wide data collected by the Living Standards Measurement Studies, we find, as expected, that Orthodox fasting adversely affects milk consumption and decreases the share of milk sourced from own production in Orthodox households, an effect we quantify in this paper. Moreover, we observe spillover effects of Orthodox fasting on other religious groups in dominant Orthodox localities. Our findings improve understanding of the broader societal implication of religiously inspired consumption rituals and underscore the challenges resulting from religion-induced demand cycles to design policies that aim at developing the livestock sector.

The main objective of the study is to find out how queue management affects the level of customer satisfaction in the case of Commercial Bank of Ethiopia. The study tried to discover the impact of queue management in the Bank on the behavior of consumers the article is carried out in the following logical sequence: the nature and impact of queue management on customer satisfaction, evaluation of queue management mechanisms used, the key problems that face commercial Bank of Ethiopia in the implementation and administering of queue management. The methodological tools of the work include: the method of questioning (to collect primary information from both the client base and operational managers), descriptive statistics and STATA (for data analysis based on analytical statistical tools – frequency distribution tables, cross-tabulation), regression model (to determine the influence of independent variables on the dependent value). Independent factors are presented by the author in the form of waiting environment, perception of waiting time, the information provided to the client from the commercial Bank and queue discipline, dependent indicator – the level of customer satisfaction. As a result of the study, the author concludes that the majority of clients of the commercial Bank of Ethiopia are not satisfied with the current mechanisms of the queue management. The paper states that the key factor influencing customer satisfaction is the waiting time. The study empirically confirms that the Bank’s customers are not satisfied with the information that comes into the waiting room, and the conditions of waiting in banks. The author states the following reasons for dissatisfaction with the mechanisms of queue management on the part of customers: the use of a physical bank, manual queue measurement systems, poor-quality Internet banking, and mobile banking. The paper substantiates recommendations for Ethiopian commercial banks to increase their additional investment in queue management mechanisms, which will contribute to increasing customer satisfaction through the introduction of warning and alarm systems, the use of interactive communication, and advertising on television screens. Keywords: Commercial Bank, Customer satisfaction, Queue management mechanisms.

Background. Medicines have become part of our day-to-day life. Due to different reasons, patients may not use all the medications dispensed to them. The storage of drugs at home promotes self-medication, which results in variety of adverse consequences. Global growth in health-seeking awareness and behavior among people has resulted in increment of medicine consumption over years. However, Ethiopians have little awareness about proper disposal of unused and expired pharmaceuticals. Besides, large quantities remain unused or expired since not all medications given to the consumers are consumed. Hence, this study could serve as an indicator for the country policy makers concerning pharmaceutical waste management. Objective. To assess knowledge, attitude, and disposal practice of unused and expired pharmaceuticals in the community of Adigrat city, Tigray, Ethiopia, 2019. Methodology. A cross-sectional study was conducted among 359 respondents from the residents of Adigrat city. Semistructured questionnaires, which focused on knowledge, attitudes, and disposal practices for unused and expired medications, were used to collect data from respondents. Epi-data 3.0 suite and the statistical package for social sciences (SPSS) version 20 were used in data entry and analysis. Results. All of the 359 returned questionnaires were valid for data entry and analysis. Of the 359 respondents, 57.7% were men and the majority (93%) were Orthodox Christians. Almost half of the respondents (50.14%) have good knowledge concerning the disposal of unused and expired pharmaceuticals. Most (82.2%) of the respondents have a positive attitude towards the disposal of unused and expired pharmaceuticals. Around fifty-two (52.4) of the respondents had unused medicines stored at home, with analgesics being the most common (41.5%). Around three-quarters (75.2%) and 63% of the respondents discarded unused and expired medicines in the garbage bins, respectively. Conclusion. Although the majority of the respondents had a positive attitude towards the disposal of unused and expired medications, almost half of the sample population were unaware of proper disposal practices. Furthermore, less were inclined to practice proper disposal of unused and expired medications in the city. Therefore, we recommend further studies that focus on how the disposal attitude of the population can influence their knowledge and practice of the disposal of unused and expired medications.

Background Female sex workers (FSW), due to their working conditions, have an increased likelihood of heavy episodic drinking (HED), which is associated with risky sexual behavior. Nevertheless the specific contribution of HED to risky sexual behavior among FSWs in Ethiopia is not well documented for prevention activities. Objective The purpose of this study was to explore the determinants and consequences of HED among FSWs in Ethiopia. Methods A cross-sectional study using respondent-driven sampling was conducted among 4886 FSWs in 11 major towns in Ethiopia in 2014. A structured interview was performed, and data were examined using descriptive statistics and multiple logistic regression analyses. Results Most (66%) FSWs consumed alcohol, and the prevalence of HED was 29.1%. Compared to street-based FSWs, those who worked in bars/hotels and local drinking houses had 2.19 and 1.29 times higher odds of HED, respectively. FSWs who started selling sex when younger than 18 years (compared to those who started when older than 25 years) and those who were forced into selling sex had 1.48 and 2.91 times higher odds of HED, respectively. FSWs with more income from selling sex and FSWs who chewed khat reported increased odds of HED. Moreover, FSWs with experience of HED reported 1.27 and 1.44 times higher odds of physical beating and condom breakage/slippage, respectively. Furthermore, the population attributable risk fraction of HED among FSWs showed that 6.2% of physical beating and 8.9% of condom breakage/slippage could be attributed to HED. Conclusion In general, several factors increase the experience of HED, and HED in turn increases the likelihood of violence and condom breakage. These factors could inform programs and intervention activities among FSWs populations.

Wild edible fruit species are commonly consumed and utilized in different parts of Ethiopia for staple food, filling seasonal food shortages, emergency food during a famine, and household income generation. There is a pressing need for domestication and improvement of some wild edible fruits for increased production, diversifying income for small-scale farmers, and conservation of the diminishing wild edible fruit resources. A total of 37 widely utilized and marketed wild edible fruit species falling into 23 families were recognized as of used in different parts of the country. Of which, 26 species are identified as available in local markets in different parts of the country. Ziziphus spina-christi, Syzygium guineense, Balanites aegyptiaca, and other nine species were identified as a priority wild edible fruit species from available information based on utilization extent, preference ranking by farmers, product marketability, and conservation needs for the species. There exists a lack of scientifically planned genetic variation evaluation, superior variety selection, genetic improvement, and seedling production initiatives for indigenous wild edible fruit species in Ethiopia. All of the 37 widely utilized and marketed wild fruit species have not developed to their full potential in terms of quality, production scale, and market in the country. Identifying and selecting priority species, strengthening botanical information, germplasm collection and improvement, production and processing technologies, increasing the supply of improved planting materials, and promoting on-farm cultivation of wild edible fruit-based agroforestry systems were identified as key future strategies for domestication and wider cultivation of wild edible fruit species.

Introduction Data on the sexual behavior among people living with human immunodeficiency virus (PLHIV) dwelling at HIV prevalent setting located at the periphery of Ethiopia is lacking. Therefore, this study was designed to investigate sexual practice of patients following their antiretroviral therapy (ART) service and factors affecting their behavior. Materials and methods A facility based cross-sectional study design was employed to assess risky sexual practice and associated factors among HIV positive adults attending ART clinics in Gambella town, Southwest Ethiopia. Risky sexual practice is defined as a custom of getting in at least one of the following practices such as condom-unprotected sex with any partner, having two or more sexual partners and practicing casual sex in the last three months. A total of 352 randomly selected clients were interviewed by using a structured questionnaire. The multivariable logistic regression model was used to examine the association between covariates and the outcome variable. Results Majority of the study participants were engaged at least in one of the risky sexual practices (79.8% confidence interval (CI): 75.3% - 83.9%). The multivariable analysis found that the odds of risky sexual practice were higher among individuals who use substances (‘khat’ users (AOR: 3.82, 95%CI:1.30–11.22), smoke cigarette (AOR:4.90, 95%CI:1.19–12.60), consume alcohol (AOR: 2.59, 95%CI:1.28–5.21)); those who never discuss about safe sex with their partner/s (AOR: 2.21, 95%CI:1.16–4.21); those who have been in attachment for longer duration (more than four years) with their partner (AOR: 3.56, 95%CI: 1.32–9.62); and groups who desire to bear children in their future life (AOR: 3.15, 95%CI:1.40–7.04) as compared to their respective comparison groups. Conclusions A significant number of participants were engaged at least in one of the risky sexual practices which potentially result in super infection by a new or/and drug resistant viral strain/s, and onward transmission of the virus. Thus, an HIV intervention program which focuses on the identified factors has to be implemented to mitigate risk of unsafe sexual behavior of this population group and move towards ending the HIV/Acquired Immunodeficiency Syndrome (AIDS) epidemic.

Background: The use of alcohol is an alarmingly growing public health concern worldwide, and it has an impact on younger generations. There are a few large scale and comprehensive nation-wise surveys conducted on the subject matter and study groups. Hence, the purpose of this study was to render strong evidence for policymakers and researchers on the prevalence of alcohol consumption and its associated factors among school adolescents and youths in Ethiopia. Methods: Systematic searching was conducted using electronic (Medline, EMBASE, PubMed, CINAHL, Web of Science, Scopus, PsycINFO, and Science direct), and grey literature sources. Cross-sectional studies conducted among adolescents and youths (12–24 years old) were included. Joanna Briggs Institute critical appraisal tool was used to assess the quality of studies. Heterogeneity was examined by using forest plot and I2 heterogeneity tests. Publication bias was also assessed by inspecting the funnel plot and Egger’s regression test. Stata/M16.0 for windows was used for the analysis. Results: A total of 26 studies were included in the final analysis with a total of 17,880 participants. The pooled prevalence of current alcohol consumption was 27.0% (95% CI = 22.0–32.0). In the subgroups, the prevalence of current alcohol consumption among high school, college, and university students was 23%, 27%, and 29%, respectively. The pooled data revealed that being a male (odds ratio = 1.93; 95% CI = 1.24–2.99), khat chewing (odds ratio = 6.65; 95% CI = 2.52–17.52), family members alcohol consumption behavior (odds ratio = 3.20; 95% CI = 2.08–5.17), and peer pressure (odds ratio = 3.79; 95% CI = 2.64–5.42) were significantly associated with alcohol consumption. Conclusion: The pooled analysis of 26 studies indicate that over a quarter of school adolescents and youths consume alcohol in Ethiopia. Hence, we recommend designing and implementing community and school-based intervention programs to tackle the growing problems of alcohol consumption and its multifaceted impacts.

African wolves (AWs) are sympatric with endangered Ethiopian wolves (EWs) in parts of their range. Scat analyses have suggested a dietary overlap between AWs and EWs, raising the potential for exploitative competition, and a possible conservation threat to EWs. However, in contrast to that of the well-studied EW, the foraging ecology of AWs remains poorly characterized. Accordingly, we studied the foraging ecology of radio-collared AWs ( n = 11 individuals) at two localities with varying levels of anthropogenic disturbance in the Ethiopian Highlands, the Guassa-Menz Community Conservation Area (GMCCA) and Borena-Saynt National Park (BSNP), accumulating 845 h of focal observation across 2952 feeding events. We also monitored rodent abundance and rodent trapping activity by local farmers who experience conflict with AWs. The AW diet consisted largely of rodents (22.0%), insects (24.8%), and goats and sheep (24.3%). Of the total rodents captured by farmers using local traps during peak barley production (July to November) in GMCCA, averaging 24.7 ± 8.5 rodents/hectare/day, 81% ( N = 3009) were scavenged by AWs. Further, of all the rodents consumed by AWs, most (74%) were carcasses. These results reveal complex interactions between AWs and local farmers, and highlight the scavenging niche occupied by AWs in anthropogenically altered landscapes in contrast to the active hunting exhibited by EWs in more intact habitats. While AWs cause economic damage to local farmers through livestock predation, they appear to play an important role in scavenging pest rodents among farmlands, a pattern of behaviour which likely mitigates direct and indirect competition with EWs. We suggest two routes to promote the coexistence of AWs and EWs in the Ethiopian highlands: local education efforts highlighting the complex role AWs play in highland ecosystems to reduce their persecution, and enforced protection of intact habitats to preserve habitat preferred by EWs.

A cross-sectional study was conducted to estimate the prevalence of Staphylococcus aureus in raw milk and swab, to assess the antimicrobial susceptibility profile, milk handling practice, and its associated risk factors in selected dairy farms of Mukaturi and Sululta Town, Oromia Region, Ethiopia. A total of 247 samples collected from dairy farms were examined using standard microbiological techniques. The antimicrobial susceptibility profiles of the isolates were also investigated. The possible risk factors for Staphylococcus aureus contaminations in milk were evaluated through a structured questionnaire. Overall, 16.6% (n= 41) of the samples were positive for S. aureus. The prevalence of S. aureus was 15.3% from udder milk and 25%, 20%, and 10% from milkers’ hand, milking bucket, and drying towel swab, respectively. The prevalence of Staphylococcus aureus in milk showed statistically significant variation with respect to age (p≤ 0.001), parity (P≤ 0.001), drainage condition of milking area (P=0.035), study sites (P=0.035), and management system (P=0.035). Majority of the isolates were found resistant to penicillin G (97.6%) and amoxicillin (43.9%). According to this study, 12/28(42.9%) Staphylococcus aureus positive raw milk samples had 104-105cfu/ml S. aureus count, which is above the recommended level for human consumption. 47.1% of milking persons store milk at room temperature temporarily (between 6 and 12 hrs) till transport to collection center with no means of cooling aid. From consumers 25.6% had no health risk associated with raw milk consumption or aware of milk borne disease associated with drinking raw milk. Thus, 60.5% of milk users had habit of raw milk consumption. The study revealed a prevalence of S. aureus, poor milk handling practices, raw milk consumption behavior in study area. Proper handling and hygiene decrease milk contamination by S. aureus and make it safe for human consumption.

Introduction. Animal sources of foods (ASF), including meat, are a source of high-quality nutrients. However, meat composition makes it an ideal medium for the growth of a good number of microorganisms. Around 600 million foodborne illnesses and 420000 deaths occur each year due to poor food handling practice. Thus, probing into meat handling practice will be an insatiable input for the intervention. This study aims to investigate the level of meat handling practice and associated factors among meat handlers in butcheries in Gondar town, Ethiopia. Method. The study was a community-based cross-sectional study among butcher shops in Gondar town from April 20 to 30, 2019. Data were collected using a pretested structured questionnaire by trained data collectors among 214 meat handlers from butcher shops. Multivariable logistic regression analysis with a 95% confidence interval (CI) was used to identify the factors significantly associated with a good level of meat handling practice. Result. More than half of the meat handlers 66.4% (95% CI: (59.8, 72.4)) in butcher shops had a good level of meat handling practice. Level of attitude (AOR = 4.45; 95% CI, 2.09–9.43) and knowledge (AOR = 2.04; 95% CI, 1.09–3.82) were significantly associated with a good level of meat handling practice. The majority of respondents wash their hands after disposing garbage (91.6%) with less vigilance after smoking, sneezing, or coughing (64.0%). Conclusion. The study revealed that the level of food handling practice was unsatisfactory among meat handlers. This result is a testimony to the prevailing potential risk faced by consumers due to the disregarding of hygienic behaviors by food handlers. Considering attitude and knowledge are associated with the outcome variable, investing time on behavioral change activities that will contribute to the improvement of meat handler’s attitude & practice, primarily focusing on reducing working while ill is essential. Therefore, much supervisory and coaching work will be expected from local health departments & regulatory bodies.

Introduction: Coffee is one of the most widely consumed beverages in the world. The desired aroma and flavour of coffee are developed duringroasting which is the most important step in coffee processing. Instant Controlled Pressure Drop Process (DIC) technology is controlled hightemperature and short time process which been used successfully to improving the kinetics of drying, extraction, and decontamination of fresh and dried natural products. The main advantages of DIC are that it is a master controlled temperature and time process, the dwell times are short, reducing the chemical degradation, so new products with superior quality attributes may be developed. Materials and Methods: Two coffee beans varieties were investigated by Brazilian and Ethiopian sources. The raw beans were pre-treated using the DIC process under adopted conditions prior to roasting. A two-factor central composite design was used to optimize the settings of roasting time and roasting temperature on response variables of bulk, true and normalized density, and roasting degree. Also, microscopic analysis using Scanning Electron Microscopy (SEM) and kinetics of the roasting processes are included. Results and Discussion: The obtained results confirmed that the roasted DIC treated beans for both varieties have lower densities, higher roasting degree and lower activation energy needed for roasting compared to the raw beans. The physical properties’ magnitude is highly relevant to coffee origin. Roasting time and the temperature seemed to be of significant regarding all the physical characteristics of the beans, however, time was of topmost significance. Besides, treating coffee been by DIC prior to roasting leads to texture modification and conservation of time and energy needed for roasting. Conclusions: The physical properties of the roasted coffee beans are highly affected and changed with the coffee origin, roasting conditions and pre-treatment of coffee beans prior to roasting using the DIC process. The incorporation of the DIC process prior to roasting seemed to achieve more conservation of time and energy needed for roasting compared to the raw untreated beans. The higher degree of roasting and the competitive roasting activation energy of Brazilian coffee beans give aconclusion that more economic roasting process could be achieved with the Brazilian coffee. The pre-treatment by DIC enhances the remarkable reduction in coffee beans density and increasing in the roasting degrees that are in line with the industrial needs of coffee beverages. Response Surface Methodology is an efficient tool for optimization and mathematical modeling of the coffee roasting process.

Abstract In Ethiopia, teff is an important cereal crop, particularly in Dera district. It is a source of food and provides cash income for majority of smallholder farmers. To commercialize teff producers, selecting an appropriate market channel is mandatory. However, selecting an appropriate market channel is not an easy task because there are different factors that influence market outlet choices. Therefore, this study aimed to identify factors that influence teff market outlet choices. A two-stage random sampling procedure was used and a total of 154 smallholder farmers were randomly and proportionally selected to collect primary data. Multivariate probit model was employed to identify factors affecting teff market outlet choices. The result of the study shows that the probability of teff producers to choose wholesaler, retailer, consumer and cooperative market outlets was 31.82%, 35.71%, 37.01% and 16.88%, respectively. This shows that consumer was the most likely chosen market outlet while cooperative was the less likely chosen market outlet. The joint probability of farmers to choose the four market outlets is (0.1%) lower than the likely of no choosing four market outlets (19.5%). The result of multivariate probit model revealed that age of household head, land size, quantity of teff produced, lagged price of teff, family size (AE), membership of cooperatives and distance to the nearest market were found to be statistically and significantly affecting the market outlet choice behavior of teff producers. This implies that improving the production capacity of farmers and invests on rural cooperatives would help smallholder farmers to choose the rewarding market outlet. Therefore, the study suggested that improving the existing production system, farmers relying on intensive cultivation; giving better price for farmers and being membership of cooperative are important strategies to select the appropriate market channel.

Abstract Background an acceptable antenatal care (ANC4+) is defined as attending at least four antenatal care visit, received at least one dose of tetanus toxoid (TT) injections and consumed 100 iron-folic acids (IFA) tablets/syrup during the last pregnancy. Since maternal health care service utilization continues to be an essential indicator for monitoring the improvements of maternal and child health outcomes. This study aimed to analyze the trends and determinants that contributed to the change in an acceptable antenatal care visit over the last 10 years in Ethiopia. Methods Nationally representative repeated cross-sectional survey was conducted using 2005, 2011, and 2016 Ethiopian Demographic and Health Survey datasets. The data were weighted and analyzed by STATA 14.1 software. Multivariate decomposition regression analysis was used to identify factors that contribute for the change in an acceptable antenatal care visit. A p-value < 0.05 was taken to declare statistically significant predictors to acceptable antenatal care visit. Results among the reproductive age women the rate of an acceptable antenatal care visits was increased from 16% in 2005 to 35% in 2016 in Ethiopia. In the multivariate decomposition analysis, about 29% of the increase in acceptable antenatal care visit was due to a difference in composition of women (endowments) across the surveys. Residence, religion, husband educational attainment, and wealth status was the main source of compositional change factors for the improvements of an acceptable antenatal care visit. Almost two-thirds of an overall change in acceptable antenatal care visit was due to the difference in coefficients/ change in behavior of the population. Religion, educational attainment (both women and husband), and residence are significantly contributed to the change in full antenatal care visit in Ethiopia over the last decades. Conclusion Besides the relevance of receiving an acceptable antenatal care visit for pregnant women and their babies, an acceptable antenatal care visit was slightly increased over time in Ethiopia. Women’s characteristics and behavior change were significantly associated with the change in acceptable antenatal care visits. Public interventions needed to improve acceptable antenatal care coverage, women’s education, and further advancing of health care facilities in rural communities should be done to maintain the further improvements acceptable antenatal care visits.

ABSTRACT In Ethiopia, vegetables are important for economic, nutrition, health. Smallholder and farming system sustainability and generate foreign direct investment. On the contrary, the level of consumption is very low for reasons of unavailability and market imperfection. Even with limited pocket areas of production, the product suffered low price and lack of market. As a result, glut and spoilage are common. Analyzing value chain of vegetables in Ethiopia with specific objectives of vegetable value chain analysis in Ethiopia. In this reviews determinant factors assessed waste transportation access to the farmers like road infrastructure, market efficient assess structure-conduct-performance of vegetable marketing and vegetable production and marketing, and to analyze crop and buyer choice decision-making behavior. The other determinants like distance from main road, frequency of extension contact, active labor power, total size of owned land and quantity produced, and volume of market supply were reviewed. This all show how much farmers did not consider price offer but clearing off. To review the vegetable analysis value chains different parameters like; actors in vegetable producers and consumers value chains, input suppliers support actors and value chain governance were assessed by this review.

Abstract Background Norway, like other European countries, has a growing refugee population. Upon arrival to Norway, refugees and asylum seekers need to learn about Norwegian society and social services such as healthcare. Despite various programs and assistance, they face numerous challenges using the healthcare system. Understanding the healthcare experiences of Ethiopian refugees and asylum seekers may improve how services such as informational sessions and delivery of medical care are provided. This qualitative study seeks to describe the health-related experiences of Ethiopians who have sought asylum in Norway and shed light on potential barriers to care. Methods Individual interviews were conducted with ten Ethiopian refugees and asylum seekers in Norway. Thematic analysis was used to understand the broader context of refugee resettlement and how this experience influences participants’ health experiences and health seeking behaviors. Results We identified three main themes that played a role in participants’ health and healthcare experiences. Participants described how ‘living in limbo’ during their application for residency took a mental toll, the difficulties they had ‘using the healthcare system’, and the role ‘interpersonal factors’ had on their experiences. While applying for asylum, participants felt consumed by the process and were affected by the lack of structure in their lives, the conditions in the reception center, and perceived inadequate healthcare. Participants perceived a change in access to services before and after they had been granted residency. Participants learned about the healthcare system both through official information sessions and social networks. Doctor-patient communication and interpersonal factors such as a sense of feeling valued, language, and discrimination had a large impact on perceived quality of care. Conclusions Ethiopian refugees and asylum seekers face numerous challenges accessing, using, and interacting with Norway’s healthcare system. Contextualizing these challenges within the asylum seeking process may help policy makers better understand, and therefore address, these challenges. Interventions offered at reception centers and in health worker trainings may improve healthcare experiences for this and similar populations.

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. From their website:We knew the response was going to be big after the demand we saw for the product on social media but we had no idea it was going to be this big. (Domino’s Newsroom)As a public relations professional, I am baffled by the dairy industry’s failure to adopt a crisis-based strategy rather than largely rely on the traditional one-way communication that has served them well in the previous (golden?) pre-social media age. However, as a vegan, persuaded by the unravelling of the happy cow argument, I cannot help but hope this realisation continues to elude them.References@bovidiva. “Let’s Make #Februdairy Happen This Year. 28 Days, 28 Positive #dairy Posts. From Cute Calves and #cheese on Crumpets, to Belligerent Bulls and Juicy #beef #burgers – Who’s In?” Twitter post. 15 Jan. 2018. 1 Feb. 2019 <https://twitter.com/bovidiva/status/952910641840447488?lang=en>.Austin, Lucinda L., and Yan Jin. Social Media and Crisis Communication. New York: Routledge, 2018.Bradbury, Tod. “Data Shows Major Rise in Veganism among Young People.” Plant Based News 12 Oct. 2018. 10 Feb. 2019 <https://www.plantbasednews.org>.BBC. “Februdairy: The Dairy Industry Fights Back against Veganuary.” BBC.com 8 Feb. 2018. 1 Feb. 2019 <https://www.bbc.com/news/newsbeat-42990941>.Campaign Brief. “Shane Crawford Stars in ‘Milk Loves You Back’ Work for Lion Dairy & Drinks via AJF Partnership.” Campaign Brief Australia 1 Jun. 2017. 12 Feb. 2019 <http://www.campaignbrief.com/2017/06/shane-crawford-stars-in-milk-l.html>.Chiorando, Maria. “BOSH!’s Vegan Cookbook Is Fastest Selling Cookery Title of 2018.” Plant Based News 26 April 2018. 18 Feb. 2019 <https://www.plantbasednews.org/post/bosh-s-vegan-cookbook-is-fastest-selling-cookery-title-of-2018>.Cowspiracy: The Sustainability Secret. Dir. Kip Anderson, and Keegan Kuhn. Appian Way, A.U.M. Films, First Spark Media, 2014.Dairy Australia. “About Legendairy Capital.” Legendairy.com.au, 2019. 12 Feb. 2019 <http://www.legendairy.com.au/dairy-talk/capital-2017/about-us>.Dawson, Abigail. “Lion Dairy & Drinks Launches Campaign to Make Milk Matter Again.” Mumbrella 1 Jun. 2017. 10 Feb 2019 <https://mumbrella.com.au/lion-dairy-drinks-launches-campaign-make-milk-matter-448581>.Department of Agriculture and Water Resources. “Dairy Industry.” Australian Government. 21 Sep. 2018. 20 Feb. 2019 <http://www.agriculture.gov.au/abares/research-topics/surveys/dairy>.Domino’s Newsroom. “Meltdown! Domino’s Set to Run Out of Vegan Cheese!” Domino’s Australia 18 Jan. 2018. 10 Feb. 2019 <https://newsroom.dominos.com.au/home/2018/1/17/meltdown-dominos-set-to-run-out-of-vegan-cheese>.Fitch, Kate. “Making Friends in the Wild West: Singaporean Public Relations Practitioners’ Perceptions of Working in Social Media.” PRism 6.2 (2009). 10 Feb. 2019 <http://www.prismjournal.org/fileadmin/Praxis/Files/globalPR/FITCH.pdf>.Francione, Gary L. “Animal Rights: The Abolitionist Approach.” Animal Rights: The Abolitionist Approach 10 Feb. 2019. <https://www.abolitionistapproach.com/quotes/>.Glance, David. “#QantasLuxury: A Qantas Social Media Disaster in Pyjamas.” The Conversation 23 Nov. 2011. 10 Feb. 2019 <http://theconversation.com/qantasluxury-a-qantas-social-media-disaster-in-pyjamas-4421>.Hancox, Dan. “The Unstoppable Rise of Veganism: How a Fringe Movement Went Mainstream.” The Guardian 1 Apr. 2018. 10 Feb. 2019 <https://www.theguardian.com/lifeandstyle/2018/apr/01/vegans-are-coming-millennials-health-climate-change-animal-welfare>.“Harvard Milk Study: It Doesn’t Do a Body Good.” HuffPost Canada 25 Jul. 2013. 12 Feb. 2019 <https://www.huffingtonpost.ca/2013/07/05/harvard-milk-study_n_3550063.html>.Hill, Kashmir. “#McDStories: When a Hashtag Becomes a Bashtag.” Forbes.com 24 Jan. 2012. 10 Feb. 2019 <https://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/#1541ef39ed25>.Howell, Madeleine. “Goodbye Veganuary, Hello Februdairy: How the Dairy Industry Is Taking the Fight to Its Vegan Critics.” The Telegraph 9 Feb. 2018. 10 Feb. 2019 <https://www.telegraph.co.uk/food-and-drink/features/goodbye-veganuary-hello-februdairy-dairy-industry-taking-fight/>.Janus, Erin. “DAIRY IS SCARY! The Industry Explained in 5 Minutes.” Video. 27 Dec. 2015. 12 Feb. 2019 <https://www.youtube.com/watch?v=UcN7SGGoCNI&t=192s>.Kaiserman, Beth. “Dairy Industry Struggles in a Sea of Plant-Based Milks.” Forbes.com 31 Jan. 2019. 20 Feb. 2019 <https://www.forbes.com/sites/bethkaiserman/2019/01/31/dairy-industry-plant-based-milks/#7cde005d1c9e>.Kwye, Su Mon, et al. “On Recommending Hashtags in Twitter Networks.” Proceedings of the Social Informatics: 4th International Conference, SocInfo. 5-7 Dec. 2012. Lausanne: Research Collection School of Information Systems. 337-50. 12 Feb. 2019 <https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=2696&context=sis_research>.Lockhart, James, Danny Donaghy, and Hamish Gow. “Milk Price Cuts Reflect the Reality of Sweeping Changes in Global Dairy Market.” The Conversation 12 May 2016. 12 Feb. 2019 <https://theconversation.com/milk-price-cuts-reflect-the-reality-of-sweeping-changes-in-global-dairy-market-59251>.Macnamara, Jim. “‘Emergent’ Media and Public Communication: Understanding the Changing Mediascape.” Public Communication Review 1.2 (2010): 3–17.Mango, Alison. “This Drastic Diet Change Helped Venus Williams Fight Her Autoimmune Condition.” Health.com 12 Jan. 2017. 10 Feb. 2019 <https://www.health.com/nutrition/venus-williams-raw-vegan-diet>.McDonald, Barbara. “Once You Know Something, You Can’t Not Know It. An Empirical Look at Becoming Vegan.” Foodethics.univie.ac.at, 2000. 12 Feb. 2019 <https://foodethics.univie.ac.at/fileadmin/user_upload/inst_ethik_wiss_dialog/McDonald__B._2000._Vegan_...__An_Empirical_Look_at_Becoming_Vegan..pdf>.Milk Life. “What Is Milk Life?” 20 Feb. 2019 <https://milklife.com/what-is-milk-life>.News.com.au. “Twitter Trolls Take over Conference Hashtag with Porn.” News.com.au 30 Nov. 2015. 12 Feb. 2019 <https://www.news.com.au/national/twitter-trolls-take-over-ecology-conference-hashtag-with-porn/news-story/06a76d7ab53ec181776bdb11d735e422>.Nussbaum, Rachel. “Tons of Your Favorite Drugstore Products Are Officially Cruelty-Free Now.” Glamour.com 9 Oct. 2018. 21 Feb. 2019 <https://www.glamour.com/story/dove-cruelty-free-peta>.Parnell, Kerry. “Charity Theme Months Have Taken over the Calendar.” Daily Telegraph.com 26 Sep. 2015. 18 Feb. 2019 <https://www.dailytelegraph.com.au/rendezview/charity-theme-months-have-taken-over-the-calendar/news-story/1f444a360ee04b5ec01154ddf4763932>.People for the Ethical Treatment of Animals. “This Cow Was Suffering on Dairy Farm and the Owner Refused to Help Her.” Facebook post. 13 Feb. 2019. 15 Feb. 2019 <https://www.facebook.com/official.peta>.Pippus, Anna. “Progress! Canada’s New Draft Food Guide Favors Plant-Based Protein and Eliminates Dairy as a Food Group.” Huffington Post 7 Dec. 2017. 10 Feb. 2019 <https://www.huffingtonpost.com/entry/progress-canadas-new-food-guide-will-favor-plant_us_5966eb4ce4b07b5e1d96ed5e>.Potter, Will. “Ag-Gag Laws: Corporate Attempts to Keep Consumers in the Dark.” Griffith Journal of Law and Human Dignity (2017): 1–32.Roy Morgan. “Netflix Set to Surge beyond 10 Million Users.” Roy Morgan 3 Aug. 2018. 20 Feb. 2019 <http://www.roymorgan.com/findings/7681-netflix-stan-foxtel-fetch-youtube-amazon-pay-tv-june-2018-201808020452>.———. “1 in 7 Australians Now Watch No Commercial TV, Nearly Half of All Broadcasting Reaches People 50+, and Those with SVOD Watch 30 Minutes Less a Day.” Roy Morgan 1 Feb. 2016. 10 Feb. 2019 <http://www.roymorgan.com/findings/6646-decline-and-change-commercial-television-viewing-audiences-december-2015-201601290251>.Saccaro, Matt. “Milk Does Not Do a Body Good, Says New Study.” Mic.com 29 Oct. 2014. 12 Feb. 2019 <https://mic.com/articles/102698/milk-does-not-do-a-body-good#.o7MuLnZgV>.Sandhu, Serina. “A Group of Vegan Activists Is Trying to Hijack the ‘Februdairy’ Month by Encouraging People to Protest at Dairy Farms.” inews.co.uk 5 Feb. 2019. 18 Feb. 2019 <https://inews.co.uk/news/uk/vegan-activists-hijack-februdairy-protest-dairy-farms-farmers/>.Social Garden. “Hashtag Blunders That Hurt Your Social Media Marketing Efforts.” Socialgarden.com.au 30 May 2014. 10 Feb. 2019 <https://socialgarden.com.au/social-media-marketing/hashtag-blunders-that-hurt-your-social-media-marketing-efforts/>.Statista: The Statista Portal. Use of Social Networking Sites in Australia as of March 2017 by Age. 2019. 10 Feb. 2019 <https://www.statista.com/statistics/729928/australia-social-media-usage-by-age/>.Tran, Mark. “#myNYPD Twitter Callout Backfires for New York Police Department.” The Guardian 23 Apr. 2014. 10 Feb. 2019 <https://www.theguardian.com/world/2014/apr/23/mynypd-twitter-call-out-new-york-police-backfires>.University of Cambridge. “Farming Loved But Misunderstood, Survey Shows.” Cam.uc.uk 23 Aug. 2012. 10 Feb. 2019 <https://www.cam.ac.uk/research/news/farming-loved-but-misunderstood-survey-shows>.Veganuary. “About Veganuary.” 2019. 21 Feb. 2019 <https://veganuary.com/about/>.———. “Veganuary: Inspiring People to Try Vegan!” 2019. 10 Feb. 2019 <https://veganuary.com/>.What the Health. Dir. Kip Anderson, and Keegan Kuhn. A.U.M. Films, 2017.Worthington, Brett. “Federal Government Pushes to Stop Plant-Based Products Labelled as ‘Meat’ or ‘Milk’.” ABC News 11 Oct. 2018. 20 Feb. 2019 <https://www.abc.net.au/news/2018-10-11/federal-government-wants-food-standards-reviewed/10360200>.Yates, Jack. “Farmers Plan to Make #Februdairy Month of Dairy Celebration.” Farmers Weekly 20 Jan. 2018. 10 Feb. 2019 <https://www.fwi.co.uk/business/farmers-plan-make-februdairy-month-dairy-celebration>.