Why Visibility is Vital for Charitable Success – ACTAsia

27 June 2025

“Why do you think it is important for charities/ACTAsia to be in the media?“

I was recently asked this question following an interview and it made me stop and reflect on the true value of my relationship with the press. Whilst we work tirelessly at ACTAsia to implement our award-winning Caring for Life education programmes, I also feel it is important to prioritise time spent with the media. For me, the media serves as a vital platform for our cause, and as a charity, we rely on the media to raise public awareness about critical issues like animal welfare, environmental sustainability and ethical consumerism. Increasingly our media reach helps inform and educate the public, particularly in regions where such topics may not be widely understood or prioritised.

This issue is particularly salient for developing countries and I feel it is important to stress the difference between the media’s understanding of the many social issues affecting the Global South versus the Global North. When I first started campaigning for animal welfare in developing countries over thirty years ago, the media was familiar with the term ‘animal’ but not in connection with ‘welfare’. Indeed, one reporter I was speaking to in January this year, had no knowledge of the concept of ‘animal sentience’ and what it meant. Much has improved over the last thirty years, but it is incumbent upon organisations, such as ACTAsia, to inform the media in the Global South to communicate more deeply. By doing so, the media will truly understand the core issues facing our global health and the interconnectedness of animals, people and the environment. 

ACTAsia, alongside other organisations, provide valuable insights, expertise, and resources that journalists can use to create comprehensive and impactful stories. ACTAsia’s ongoing consumer fur reports have been highlighted in the UK media and we have also been called upon as part of undercover investigations as a result of our quality research and insights.

Charities also play a crucial role in shaping public discourse and influencing policy through media engagement. This can also be seen in our Plant Forward campaign which has grown exponentially since its inception in 2021. This campaign to promote sustainable consumption across Asia, has received a huge boost in social media following year on year. We hope that these inroads will help to shape social discourse and social change across Asia.

What being in the media means to me personally

First and foremost, I am always incredibly grateful when a journalist takes time to meet me. I am touched that they care. It’s not simply a question-and-answer session for me – I really want journalists to understand why it matters. I like to take time to explain the issues we are facing and help them gain a deeper understanding of the challenges our planet is facing. Whether it is biodiversity loss, the climate crisis, the dangers of factory farming or human conflict and violence, we need to help create greater awareness. I was particularly excitedwhen I was contacted by Vogue magazine to provide a credible voice and qualified information regarding the global fashion house Kering’s ground breaking fur free move. The reporter came to me as a direct result of ACTAsia’s consumer fur surveys and fur reports knowing that we were a credible voice on the subject. I was extremely proud that our expertise and knowledge was sought by one of the world’s leading names in fashion media.

By speaking to a wide range of media both in Europe and in Asia and through different media channels—traditional and digital—we can advocate for policy changes, influence societal attitudes and promote compassionate values. Getting ACTAsia’s message ‘out there’ is the first step in educating others. Our Caring for Life education programmes for children, consumers and professionals are innovative and truly life-changing and with media help we can expand our education programmes even further.

Recognition by the media is also further validation of our credibility as an authority on the issues facing Asia. I am thrilled that ACTAsia has been awarded a number of accolades by The United Nations and I know that this credibility adds weight to our position with the media. This in turn helps to influence researchers, policy makers and of course the general public who will go onto make informed choices thereby promoting societal change.

Being in the media also means that the public can put a face to a name. I hope that by seeing and hearing from me, it helps to humanise the people behind the NGOs. 

What are my hopes for the future in terms of media coverage for ACTAsia?

“Next to doing the right thing, the most important thing is to let people know you are doing the right thing.” – John D. Rockefeller. 

This quote really resonates with me as we work so hard to build great and enduring relationships with the media. However, the face of the media is ever changing, and we now have the additional issue of ‘fake news’ to contend with. This challenge is a new one for us all to navigate. ACTAsia has come up against road blocks created by fake news from the meat industry when promoting plant-based diets for our Plant Forward campaign so this is an ever-evolving challenge for us and other charities who are trying to educate and navigate societal change. We need to make sure that we know how to respond and how to reach Gen Z through social media channels.

Increased media coverage —especially social media in today’s world —offers a direct way for us to engage with supporters, share impact stories, and mobilise action. This is my primary hope for future media coverage for ACTAsia. However, I also recognise that media coverage is also a valuable tool for fundraising, enabling ACTAsia to reach potential donors globally.

Through education and media coverage we can promote sustainable social change in Asia, particularly in areas such as animal welfare, environmental protection, and compassionate citizenship. This is why the media is so important to me. It plays a crucial role in amplifying the organisation’s mission, reaching wider audiences, and driving social change towards more compassionate and sustainable behaviours.

If you’re inspired by our vision and wish to make a positive change, please consider donating to ACTAsia. Your contribution directly fuels our efforts to educate others about the importance of animal welfare across Asia. Every donation counts, no matter the size. Help us further our cause and ensure a kinder future for animals, people, and our planet.

Pei Su is a Chinese sociologist and Founder and Chief Executive Officer of ACTAsia, an international NGO established in 2006. She is a strong advocate of education and training as the main vehicle for long term sustainability, aiming to inspire people to understand and appreciate the world we share, and to take responsibility for the protection and preservation of its inhabitants and resources.