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New Book: Changing the Game

April 24, 2013
Norm Phelps' New Book
on the Strategies of the Animal Rights Movement

Changing the Game: Why the Battle for Animal Liberation Is So Hard, and How We Can Win It by Norm Phelps, a Flashpoint ebook from Lantern Books
Read Changing the Game for a thoughtful look at some very important questions, including:

· Why is animal liberation the hardest battle for social justice ever fought?
· How has the political environment in America made the struggle even harder?
· How should the animal rights movement relate to other social justice movements?

· How should the animal rights movement respond to the rise of China, India, Brazil and other nations of the East and South?

· Why is the abolition of human slavery not a valid strategic model for the abolition of animal slavery?

· How do welfare reforms and other "moderate" initiatives promote abolition?
· Why is a "two-track" strategy that includes more moderate tactics along with abolitionist/vegan advocacy essential to achieving liberation?

· Why are militant direct actions that include large-scale vandalism, fire, or bombing a form of "suicide by cop" for the American animal rights movements?

Norm Phelps' previous book, The Longest Struggle: Animal Advocacy from Pythagoras to PETA, has been called a definitive history of animal protection, and Norm has been selected to make the plenary presentation on the history of the American animal rights movement at AR2012 and AR2013. A frequent speaker at animal rights conferences, Norm is a member of the Institute for Critical Animal Studies (, a member of Unitarian-Universalist Animal Ministry (, a regular contributor to Dharma Voices for Animals (, and a founding member of the Society of Ethical and Religious Vegetarians (

What Movement Leaders Are Saying about Changing the Game:
"Few authors write with the high level of clarity, research, and thoughtful insight as Norm Phelps. This is an important book for anyone seeking to understand the roots of our abuse of other animals, the social movement to end that abuse, and specifically how that movement must wage its campaigns in order to prevail. If you care about creating a more humane society for all animals--human and nonhuman--read this book. But don't just read it: Turn this great knowledge into practical action and go about creating that better world."

Paul Shapiro, Founder of Compassion Over Killing and Vice President of farm animal protection for The Humane Society of the United States.

"Why is animal liberation ‘the most difficult battle ever fought' and, more importantly, how can animal advocates overcome the movement's many and profound hurdles to win freedom for other species? With Changing the Game, Norm Phelps brings his considerable experience and talent to bear as he responds to these questions with well-crafted prose characterized not just by optimism but assurance. Framed by history's great social justice movements, this book explains why the modern animal rights movement has enjoyed so little progress and sets forth a clear and practical strategy for re-writing the rules of the game and achieving success. Beautifully written and cogently argued, this is essential reading for novice activists, veteran agitators, or anyone else who wants to see an end to humanity's unrelenting enslavement and slaughter of animals. I learned a great deal from Changing the Game, and I highly recommend it.

Mark Hawthorne, author of Striking at the Roots: A Practical Guide to Animal Activism and Bleating Hearts: The Hidden World of Animal Suffering
"Changing the Game is a very valuable contribution to animal protectionism. It is thoughtful and it is not dogmatic, taking seriously the range of views on topics that have polarized the movement. In addition, its historical context for contemporary debates is very helpful."

Stephen R. Kaufman, M. D., President, Christian Vegetarian Association, author "Guided by the Faith of Christ: Seeking to Stop Violence and Scapegoating." (Vegetarian Advocates Press, 2008: available from the Christian Vegetarian Association, Amazon.Com, and other online booksellers.)

"At a time when a major shift to vegan diets is essential to avoid a climate catastrophe, major food, water, and energy scarcities, and other environmental disasters, Norm Phelps' brilliant book provides the tools to enable animal rights and vegetarian activists to break through the apathy, denial, and misinformation that is keeping people from making dietary changes. One does not need to agree with every concept in this insightful, very well-written book to recognize its potential to get dietary considerations onto society's agenda and to help move our imperiled planet onto a sustainable path."

Richard H. Schwartz, President, Jewish Vegetarians of North America; President, Society of Ethical and Religious Vegetarians; author Judaism and Vegetarianism and Who Stole My Religion?

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