Our solution was deceptively simple. We created the Humane Chain, a brand new social movement on behalf of WSPA based online at humanechain.org - that would not only become a loud new voice for the cause, but an incredibly fast facilitator of the desperately needed personal letter writing. A place where people could immediately show they cared with only a few mouse clicks, instead of going to the effort of committing words to a page - but with the same enormous effect.

To date, on average 100 people a day have joined the Humane Chain, making it the largest effort against live sheep export the Australian public has ever made - and it’s still growing. As a result of the thousands of personal letters it has made possible, the Australian government and livestock exporters are now investing over a million dollars in new projects to improve animal welfare standards.