Having attended a few 'veg' oriented events and read some of the literature produced I have to admit I'm a little disappointed at the calibre of the communication.
There seems to be a fear of appearing too corporate and as a result an, I can't think of a better descriptor, air of amateurism reigns. There is a balance between being seen in the same light as one of the companies we protest against but we must recognise why they have been as successful as they have. Yes they have multi-billion dollar marketing funds and yes they have a sales history and consumer confidence on their side. When they started they did not, they were tin can operations that have developed over time.
The vegan 'lobby' doesn't seem to develop as quickly and this may be down to the fact that there aren't the profits to be ploughed back into the business as there are in corporate life. This is a challenge, but a challenge to be overcome. WIth circa 7 billion people on the planet and a small percentage of these being vegan there are a lot of potential converts.
The simplest starting point is to understand what we're trying to communicate as vegans. Is the best approach to take really showing pictures and videos from slaughterhouses? People simply aren't going to stumble over these films and if seen will assume / claim that this happens in the tiniest minority of cases. There are so many unknowns that we can communicate: the proven health benefits, the environmental impact, the 'issue' with the dairy / egg industry, the volume of animals moved through a factory environment and the impact our feeding habits are having on general marine life. Each of these in its own right is worthy of direct communication and this is what we need to do.
Prepare a clear communication on each and share with as many people as we can; physically posting through neighbours letter boxes, leaving in local places, dropping into schools and local authorities. The key message is to get across that if you're thinking of being vegan you're not the odd one out, it's everyone else that is the odd one in.
People are easily scared away so I truly believe that the message given needs to be educational with proven links to the benefits to the individual. This is where our focus and the focus of the worthy vegan charities/pressure groups needs to be, not to enter into a lengthy argument on the rights or wrongs over eating honey (it's wrong, there that's solved that one). Get away from the desk and the laptop and get the message out to those that are curious as opposed to those already converted.