The short animated cartoon starts out with an animal-rights activist trying to pass out pamphlets in front of a signboard with a pig on it. Despite his enthusiasm, no one stops to learn more about the welfare of animals on factory farms. In the next scene, a cause group puts up a giant billboard with a cute piglet on it and the slogan: “Help thousands of PIGLETS. Donate to our charity TODAY!”

That message generates more attention. It also makes clear that people putting even a minimal amount of effort toward causes they don’t think about could radically change the way the world works. But sometimes you have to really nudge them.

In fact, the cartoon itself is one big nudge. It was created by the nonprofit animal aid group Animal Charity Evaluators to explain—in as upbeat a way as possible—exactly why farmed animal welfare is such an important topic for animal lovers to consider backing. The short answer: cause prioritization. “Cause prioritization is a systematic way to identify how to make the greatest gains when helping animals,” explains a cheerful omniscient narrator. Simply put, you have limited resources. If you want to learn how to reach as many lives as possible, you should be thinking about how to spend effectively.

Read the full article about animal activism by Ben Paynter at Fast Company.