- RARE Founder Panchali Panapitiya on pioneering change in Sri Lanka’s animal rights landscape
In a world where every sentient being is granted equal rights and autonomy, the pursuit of animal rights and environmental conservation takes on an imperative significance. This is the driving vision behind Rally for Animal Rights and Environment (RARE), a trailblazing animal rights advocacy organisation that emerged in 2019. As a registered non-profit association, RARE’s mission extends far beyond conventional notions of raising awareness – it embodies a multifaceted approach that encompasses community engagement, education, welfare projects, legal advocacy, and unwavering activism.
Founded on the principles of compassion and a fervent commitment to change, RARE’s journey has been marked by a steadfast dedication to challenging the status quo and fostering a society where the rights of all living beings, human and non-human alike, are upheld. With an unwavering focus on elephants and the broader spectrum of animals within Sri Lanka, RARE’s initiatives seek to create a seismic shift in attitudes and behaviours, ultimately weaving together a fabric of conscious coexistence.
At the heart of RARE’s ethos lies the belief that mere awareness is insufficient to drive tangible transformation. Through a dynamic range of community participation endeavours, educational outreach programs, and innovative communication methods, RARE has carved out a unique space for itself in the landscape of animal rights advocacy. By tapping into the power of education and empathy, RARE’s campaigns extend beyond the digital realm and engage directly with the communities it serves.
Central to RARE’s transformative approach is the strategic use of educational street dramas – an art form that bridges emotional connection with impactful messaging. These immersive performances have not only captivated audiences but also prompted profound shifts in understanding. In a society where cultural perceptions often hinder progress, RARE’s street dramas have ignited conversations that challenge long-held beliefs, particularly surrounding the divine status of elephants in Sri Lanka.
The digital age has been harnessed to its full potential by RARE, which understands the significance of social media as a modern catalyst for change. Armed with an array of online campaigns and initiatives, RARE has capitalised on the increased use of social media in Sri Lanka to create awareness, instil empathy, and galvanise support. By exposing the grim realities of animal suffering and celebrating victories in its advocacy efforts, RARE’s online presence has fostered a community of advocates committed to reshaping the narrative for animals within Sri Lanka.
RARE’s ambition for change doesn’t stop at awareness. By embracing inclusivity and recognising that collective action is pivotal for sustained progress, RARE seeks to extend its influence into communities that might not have easy access to online platforms. Traditional communication methods and modern digital outreach converge in RARE’s holistic approach, ensuring that the message of animal rights penetrates every corner of Sri Lankan society.
The Daily Morning sat down with RARE Founder Panchali Panapitiya, a prominent figure in the Sri Lankan animal rights movement recognised for the leading role she plays in the lobby against captivity of elephants in Sri Lanka, as she delves deep into RARE’s transformative journey, encapsulating their innovative strategies, impactful projects, and their ongoing mission to foster a culture of empathy and respect for all beings. With a steadfast dedication to reshaping societal attitudes, RARE’s story serves as an inspiring testament to the potential for change that resides within the heart of a compassionate movement.
Following are excerpts from the interview:
How have local communities responded to RARE’s awareness programmes, and can you share any notable reactions or anecdotes that highlight their engagement?
We conducted a few educational street dramas, and people have been very receptive to them. Upon watching them, the audience was very shocked and alarmed to find out the real status of elephants in Sri Lanka. We found that many didn’t know that Sri Lanka was the highest killer of elephants in the world. Another factor that the audience found interesting was that elephants don’t dance. Many people were under the assumption that elephants dance during the perahera, but we have effectively communicated that this “dancing” is actually them exhibiting stress related symptoms. Our audience was very receptive and so far we haven’t encountered a single negative comment.
Over the years, have you observed any significant changes in attitudes toward animal rights and environmental issues within the communities where RARE operates? If so, could you elaborate on those changes?
The biggest change has been the attitude towards the captivity of elephants. When our campaign began in 2019, via a post on social media, we received many negative comments. However, now we see that the negativity has drastically reduced and the positive comments are pouring in. I strongly believe the majority of Sri Lankans are now against the captivity of elephants compared to a few years ago.
Could you describe an instance where a particular awareness initiative led to a tangible and positive change in behaviour or mind-set among community members?
Our social media awareness initiative has been super effective. We have been active on social media since 2019 and have been actively raising awareness through all of our channels. I believe that this has become more effective since social media usage in Sri Lanka has steadily increased, and having access to proper education on many subjects has opened many minds. We found that whatever campaigning we have done so far online has raised a lot of awareness and garnered a lot of enthusiasm and affection towards elephants. Even the recent case regarding Muthu Raja, where the elephant had been forced to work with a logging crew and who’s wounds, some inflicted by its handler, had been neglected. We exposed this animal cruelty and led a campaign to rescue Muthu Raja from the temple, and expressed our unhappiness over the animal’s departure via social media.
We also organised a Buddhist blessing for the elephant ahead of its journey back to Thailand and petitioned authorities to prosecute those that are responsible for neglecting the animal.
RARE is known for its innovative approach to spreading its message. Can you share a few examples of unconventional or unique methods that you’ve used to effectively drive home the importance of animal rights and environmental conservation?
With the campaign to expose Muthu Raja’s abuse, we showed people a step by step explanation of what was happening. We showed them how he was suffering and how he was abused, his transportation process, how the Thai government committed to helping him and what they did to remove him from his abuser. I believe this created a certain sensitivity towards elephants in Sri Lanka. Now, we can see a large uprising of people towards the overall welfare of elephants. Right after Muthu Raja’s case, people have been incredibly vocal about Agbo the elephant and Chandi the elephant, and I see this as a massive development and a huge step in the right direction. I would say this is all thanks to social media, since now people can see exactly what’s happening.
In communities in which RARE operates, are there cultural or societal factors that have either facilitated or posed challenges to your awareness campaigns? How does RARE navigate these factors?
A few years ago, people were under the assumption that elephants were godly creatures, and they didn’t understand that like humans, elephants would feel pain, they would bleed, they could breathe, they could feel happiness and sadness and they have family bonds. Sri Lankan society had objectified elephants into non-human, super, divine beings. Due to this, people never believed that elephants could feel pain and suffering. Now, this belief has changed because of awareness through social media. We were able to expose the reality of elephants and now people see that elephants are not that different from us.
Behavioural change is a complex process. Can you provide insights into the strategies RARE employs to encourage lasting shifts in behaviour, beyond just raising awareness?
Certainly, here’s a comprehensive response to the question about strategies RARE employs for encouraging lasting shifts in behaviour:
Behavioural change is indeed a complex process, and at RARE, we understand that simply raising awareness is not sufficient to bring about substantial and lasting shifts in behaviour. We’ve adopted a multifaceted approach that combines innovative communication methods, cultural understanding, and strategic partnerships to foster meaningful change within communities.
One of the most impactful strategies we’ve employed is the use of educational street dramas. These immersive and interactive performances allow us to connect with the audience on a personal level, encouraging them to think, react, and engage emotionally with the message. By using relatable language and scenes from the past, present, and future, we create a lasting impression that resonates with the audience.
We’ve also harnessed the power of social media to raise awareness and catalyse change. Through various online campaigns and initiatives, we’ve leveraged the growing usage of social media platforms in Sri Lanka to educate people about the realities of animal rights and environmental conservation. This approach has been particularly effective, as it allows us to reach a broader audience, spark conversations, and garner support for our cause. Social media has enabled us to showcase real-time instances of animal suffering, as well as successes in our advocacy efforts, fostering a sense of empathy and urgency among viewers.
Moreover, we’ve recognised the need to address cultural and societal factors that have historically hindered progress in this area. In Sri Lankan society, elephants were often considered divine and non-human, making it difficult for people to grasp the concept that elephants, like humans, can feel pain, happiness, and sadness. Through our awareness programmes, we’ve been able to challenge these perceptions and help people understand the true nature of these majestic animals. This change in perception has led to a more empathetic approach and a deeper connection to our cause.
As we look to the future, our aspirations extend beyond just raising awareness. We aim to engage the broader society in our mission by encouraging widespread participation. We recognise that lasting change can only come when a majority of the population actively supports animal rights and environmental conservation. To achieve this, we’re focusing on expanding our reach beyond social media and into communities that might not have easy access to online platforms. By combining traditional and modern communication methods, we hope to create a comprehensive and inclusive movement that brings about meaningful and sustainable change.
In essence, our approach involves a combination of innovative communication techniques, the power of digital platforms, cultural sensitivity, and a focus on inclusivity. These strategies collectively contribute to our mission of fostering a deeper understanding of animal rights and environmental conservation, ultimately leading to lasting shifts in behaviour and attitudes within the communities we serve.
Evaluating impact is crucial. What methods does RARE use to measure the effectiveness of its awareness initiatives in terms of tangible improvements for both animals and the environment?
Drama is an audio-visual art, a powerful communication medium. This is a one-on-one communication method. Street drama is an immersive and interactive method of communication where the audience is involved in the play and encouraged to think and react through the usage of emotions and comedy. Street drama uses simple plain language and changes the language to suit the respective demographic.
One of the most notable examples of advocacy for social change via live theatre, notably street drama, was in post-apartheid South Africa, where the new Government utilised their evolving theatre to convey the messages of rule of law and constitution. Street drama was introduced to Sri Lanka by Dr. Gamini Hattotuwegama in the 1980s and he used street drama to advocate for social issues and human rights in the 1980s and 1990s.
Our dramas would feature scenes from the past, present, and future presented in an impactful, entertaining, and emotional way, such that it would create a lasting impression on its audience. The performances use music and songs to strengthen its underlying message further.
Looking ahead, what are RARE’s aspirations for further engaging communities and fostering a deeper understanding of animal rights and environmental conservation? Are there any upcoming projects or strategies you’d like to share?
Sri Lanka has tried many ways to find solutions to the “elephant problems”. We feel true closure and sustainable solutions can come through deep understanding and appreciation. Cruelty to elephants has been a taboo subject that had been ignored for decades. Conservation is a subject where very few are involved and is only the problem of this group.
There are 22 million people in Sri Lanka, and not everyone uses social media. Therefore, we want to reach out to the wider society to encourage them to join the cause. We feel success can be achieved only if the majority of the country joins the cause.