The present report is to thoroughly analyse and critically appraise the activism campaign called “Choose cruelty free”, a non-profit organisation. It aims at addressing a very critical environmental as well as social issue, testing of new experimental cosmetics on the animals. This leads to cruel deformities even death of innocent animals. It is done to examine the hypoallergenic properties and safety of newly developed cosmetic products for use by humans. The animal rights activities around the world thoroughly condemn and oppose it since the animal subjects have to suffer cruelty for the sake of humans’ desires and vanity (Abbott, 2009). There are various nations like European Union, Israel, India, Norway, etc. which have completely banned the animal testing of cosmetics. While still there are nations which extensively do this cruelty to the helpless animals (Kojima, 2007). This report focuses to analyse the steps taken by the campaign “Choose Cruelty Free”, its impacts, strategies, plans, implementation methods and outcomes in the recent past with respect to Australia.
The purpose of Power-holder maps for analysis of the campaign is to help the campaign to evaluate that all the relevant key players of the campaign are identifies and targeted by the campaign. It provides a thorough evaluation and practically visual representation of the position of the power relationships. It is a layout that represents the issues taken up by the campaign and the possible ways of intervention the campaign can take. The power-holder maps help the campaign to recognise the relationships between prime participants and weigh their relevance with respect to the campaign strategies. For future progress of the campaign, it helps in identification of additional information and future research questions which are required for the future growth and development of the power map and update the campaign strategies.