The media is an appropriate tool for timely communication. It has the capacity to blow things up and have a mass outreach. If its on media, its big news.
In certain cases, even before the law can do anything, or if the law fails to do anything, the media comes first to rescue. As much as this is true for humans, it is true for animals as well.
The media are at an advantage of disseminating large volumes of information to a wide range of audiences. Be it on radio, television and other mediums of communication. So when the media decides to broadcast issues related to animal welfare, the information will reach a good number of people.
It is also very easy for people to buy an idea whose source is the media. Therefore, the media embracing animal welfare will be a plus because the general public will also have embraced it.
They have the capacity to sugarcoat things and easily entice the common mwananchi to take it in. They could do this by linking animal welfare to human welfare because they go hand in hand, something that a very small percentage knows.
As World Animal Protection have been engaging the media alot in our work of protecting animals. They have attended animal welfare forums organised by the organisation, so as to understand how animal welfare directly affects human productivity. The response has been positive, as we have had articles in our dailies that feature World Animal Protection’s work. In addition, we have also hit headlines in different media stations and all these are as a result of the media engagement.