I have been part of a Kickstarter campaign to fund a non-profit organization, Better Eating International, which wants to create videos to help people learn about, and transition into, a plant-based diet. The idea behind these videos is to educate people about the abuse of factory farmed animals, as well as to highlight the benefits of a plant-based diet. The organization does not intend to use shock value in these videos but, rather, animation to make its points. A lot of people can’t bear to watch the often graphic depiction of how animals are treated, thus the message can get lost; the idea is that a gentler approach might be more effective in reaching a larger number of people. As an educator, I appreciate the organization’s wish to educate, rather than to shock. The campaign overreached its financial target, which means that the project should go ahead. I look forward to the results.