Rekha Raghunathan Makes a Powerful Case for Communicators to Rewrite the Narrative for Animal Welfare
At #PRAXIS12, Rekha Raghunathan, CEO of the India Animal Fund (IAF), presented one of the most thought-provoking sessions of the summit with her keynote, “The Story of 2 Billion You’ve Never Heard Before.” In a world overflowing with data, she put the spotlight on a staggering yet overlooked reality – the 2 billion animals whose lives remain invisible to society.
Rekha’s opening question was powerful: “What’s two billion? Two crores? No – it’s lives. More than the entire human population.” And yet, she emphasized, these lives are underreported, misunderstood, and left out of most mainstream conversations.
Her mission, she explained, is to build a robust ecosystem for animal welfare and protection in India, bringing it out of silos and into classrooms, boardrooms, newsrooms & living rooms. What is loud and clear that she votes for purpose-driven storytelling as the key to shifting culture and creating lasting impact.
Language, Numbers, and the Invisible Story
One striking point she made was her strong reminder that – language matters. “We call farmed animals ‘protein’ and slaughterhouses as seen as ‘processing’ plants,” she narrated, showing how terminology distances us from the reality of animal lives.
She also called attention to numbers that shocked: chickens now mature in just 28 days (not three months), hens lay over 300 eggs annually (not 20), and dairy derivatives are found in everything – from paneer and cheese to whey in snack packets. These statistics cannot be sidelined, for they have implications for health, sustainability, and society.
Why the Story is Missing
There were three reasons why she was telling this story.
Firstly, it’s under-reported and giving a reality check, animal welfare is rarely part of mainstream media coverage, despite its direct impact on public health and ESG agendas. Then there’s the issue of Emotional vs. Strategic Lens, when conversations are often emotional, when they need to be framed strategically to influence policy and investment decisions. And lastly, it’s about working in Silos. Consequently, animal welfare is seen as a standalone issue, but it is interconnected with climate change, education, health, and sustainability.
The Health Connection & Cultural Shift
Rekha pointed to rising health indicators like diabetes and cholesterol, linking them back to unsustainable patterns of consumption. “Capitalism loves consumption. More eggs, more dairy, more revenue,” she said, explaining how campaigns demanding radical lifestyle change have sometimes fragmented the movement instead of uniting it.
But there is hope. She cited the Andia Karuna Collaborative (IKC) as an example of how animal welfare is being transformed into a movement with policy influence, one that can bring these stories to every space – from living rooms to classrooms.
Who Needs to Hear This Story?
Who is the audience here? The key audience is clear, as far as she is concerned.
It’s Gen Z and Gen Alpha, who are the future consumers who can drive cultural change. And Decision-makers — CXOs, celebrities, and policymakers who can shift industry standards. Not to leave out the Media, who are the opinion leaders who can amplify the message.
A Call to Action for Communicators
Her message to PR and communication professionals was a rallying cry: “When PR shifts culture, the world changes.” The power, she said, lies with communicators – to tell the story of 2 billion lives and, in doing so, shape infinite futures.
She ended with a challenge that resonated deeply: “It’s not only about the animals, it’s about us. The power is in our hands – how will we tell this story?”
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
