People who care deeply about animals often debate how best to help non-human animals, but the discussions are frequently based on opinions and approaches which aren't backed up by meaningful or robust scientific study. Casey Taft argues that if animal advocates want to affect real behavioural change in the world, they should be open to models and strategies that clinical psychology has proved to be effective. In this concise but important book, he discusses these methods and illustrates how they can be powerfully used by vegan and animal advocates to maximise the impact of both group and individual efforts. He also debunks some myths about methods that have been shown not to work.This is a significant book for anyone interested in changing wider behaviour towards animals and preventing needless harm being inflicted.