Advocating for animals has been a driving force behind a growing movement, and few have harnessed the power of social media for this cause quite like John Oberg. Since 2009, he has been dedicated to championing animal rights, making it his full-time mission in 2012. His innovative approach to digital activism has propelled pro-animal content into mainstream conversations, reaching over 500 million views and earning him a following of more than 250,000 people.
John recently joined the Better Life for Animals podcast to discuss his work, the evolving landscape of animal rights activism, and the role of social media in inspiring change.
The Power of Digital Advocacy
Rather than taking a traditional protest-based approach, John has harnessed the power of digital platforms to amplify his message. He believes that social media is one of the most
effective tools for advocacy, allowing content to reach vast audiences in a way that was never possible before. His strategy balances exposing the harsh realities of animal agriculture with heartwarming stories of rescued animals, helping people make an emotional connection to the cause.
“If we only focus on suffering, it can become overwhelming for people,” John explains. “But when we also show the joy that animals experience when given the chance to live freely, it helps people see them as individuals rather than commodities.”
Encouraging a Gradual Shift
John acknowledges that not everyone can make the leap to veganism overnight, and he embraces a gradual transition approach. He supports the reducetarian philosophy, which encourages people to cut back on animal products rather than expecting an immediate and total shift. By doing so, more individuals can take meaningful steps toward reducing animal suffering.
“The demand for plant-based options in grocery stores and restaurants has skyrocketed, largely due to flexitarians,” he says. “The more we can encourage people to reduce their consumption of animal products, the more we can push the industry in the right direction.”
The Importance of Community in Activism
Advocacy can often feel isolating, especially in a world where consuming animals is still the norm. John stresses the need for support networks to keep activists motivated and engaged. Finding like-minded individuals—whether through local activism groups, online communities, or organizations like Vegan Toastmasters—can make a significant difference in maintaining morale and preventing burnout.
“A lot of people give up on veganism because they feel alone in their journey,” he notes. “Having even one or two vegan friends can provide the support system needed to stay committed.”
Animal Sanctuaries as a Catalyst for Change
One of the most impactful ways to shift public perception about farmed animals is through sanctuaries. John highlights the importance of these safe havens, where rescued animals live freely and their stories can be shared with the world. Sanctuaries provide an opportunity for people to see farm animals as sentient beings with personalities and emotions rather than mere commodities.
He shares the story of Sunshine, a piglet who fell off a transport truck bound for a slaughterhouse and was rescued by Rosie’s Farm Sanctuary in Maryland. “When I first met her, she was small enough to hold. A year later, she had grown into a massive, happy pig. Seeing that transformation reinforced why I do this work.”
The Future of Animal Advocacy
Looking ahead to 2025 and beyond, John remains hopeful about the direction of the movement. He envisions a future where plant-based options continue to expand, more policies restrict factory farming practices, and technological advancements like cultivated meat become mainstream. However, he acknowledges that progress will require ongoing effort.
How to Support John Oberg’s Work
As an independent advocate, John relies on donations to continue his work. Those who want to support him can visit his website at johnoberg.org for more information on how to contribute.
The conversation with John Oberg underscores the power of digital activism and the importance of persistence in animal advocacy. By reaching millions with his message, he is proving that even in a world where animal exploitation remains common, meaningful change is within reach.
Episode Highlights
[00:00] Introduction
[03:30] The atrocities of factory farming.
[09:00] Why go vegan?
[13:35] An uphill climb with advocacy.
[19:30] Sunshine the piglet finds a home filled with love and care.
[24:00] Kindness around the world through advocacy.
[29:20] Cruelty-free protein sources
About John Oberg
John Oberg is an animal advocate dedicated to making the world a kinder place for animals by utilizing the power of social media. A vegan since 2009 and full-time animal activist since 2012, he became an independent animal advocate in 2018 funded through individual donations, focusing on amplifying pro-animal content in the digital space. Previously, he served as Director of New Media for The Humane League and as Director of Communications for Vegan Outreach. In his decade of experience in social media advocacy, he has accumulated 300,000 followers, made 200 media appearances, his posts have been viewed 500 million times, and has heard from thousands of people who’ve been influenced by his work.
Find John on These Socials
Donations: Donorbox.org/JohnOberg
Facebook.com/JohnObergOfficial
https://bsky.app/profile/johnoberg.org
About Cheryl Moss
Cheryl Moss is the host of the Better Life for Animals podcast, where she shares uplifting stories from sanctuaries and highlights the work of vegan activists, ethical consumers, and animal welfare leaders. A passionate advocate for animal welfare, she is dedicated to ending factory farming and is working to raise $100,000 for Mercy For Animals to support underrepresented sanctuaries.
Beyond podcasting, Cheryl is a banking professional and an accomplished children’s author. A graduate of Main Street Vegan Academy, she promotes plant-based living through her books—Gabriel, Cluck, and Pickle the Pig—which inspire young readers to embrace kindness, sustainability, and compassion for animals.
When not advocating, she enjoys Pilates, show jumping, and spending time with her rescue dogs and grandchildren. Through her work, writing, and activism, Cheryl continues to inspire positive change for animals and the planet.
https://www.facebook.com/BLFAnimals/
https://x.com/betterlife4anim
https://www.instagram.com/betterlife4animals/
https://www.linkedin.com/in/cherylmossabetterlifeforanimals/
