Animal Futures: The Big Conversation
"It proved that, given the right information, the time to deliberate, and a respectful environment, everyday citizens are not only capable of understanding complex issues but also of finding thoughtful, considered solutions that often elude traditional political processes."
The challenge
The RSPCA, in celebrating its 200th anniversary, wanted to bring the public into conversation about the future of animal welfare. Following the Wilberforce Report, which outlined possible scenarios affecting the lives of animals by 2050, the charity commissioned us to design and deliver Animal Futures: The Big Conversation.
Our approach
Based on principles of RAPID Democracy, the project consisted of two phases. First, The Big Conversation – a mass engagement exercise to capture the public’s views, ideas, and priorities on animal welfare. Then, The Citizens’ Assembly on the Future of Animal Welfare – a smaller, representative group of citizens tasked with learning, deliberating and producing recommendations.
Impact and learning
The project successfully brought thousands of people into dialogue about animal welfare, culminating in a set of informed recommendations for decision-makers. The Citizens' Assembly was overwhelmingly positive, eye-opening, and meaningful for participants, with 95% stating they would take part again. Members gained deeper knowledge, felt proud and hopeful about collective decision-making, and appreciated the structured process that balanced expert evidence with group deliberation. Key learnings for the New Citizen Project team included:
🚰 Experts on tap, not on top
Recommendations can be strengthened when expertise is part of the conversation, not above it. Gathering expert feedback on citizens’ draft recommendations BEFORE they were finalised allowed members’ ideas to be stress-tested, but left the final say with the citizens themselves.
📚 Different modes for different minds
Not everyone learns in the same way, and that’s a good thing. From written briefings and expert panel discussions, to podcasts and perspective-taking, offering multiple ‘ways in’ supported members to engage with complex topics and build confidence in their proposals.
🧑💻 Technology to augment, not automate
A bit of tech can go a long way. Simple use of AI helped with synthesising large amounts of member discussions and ideas, whilst an online forum enabled members to keep the conversation going between sessions.
