Activism
Spira told The New York Times that he first became interested in animal rights in 1973 while looking after Savage, a friend's cat: "I began to wonder about the appropriateness of cuddling one animal while sticking a knife and fork into another."
Around the same time, he read a column by Irwin Silber in The Guardian, a left-wing newspaper in New York (now closed) about an article on 5 April 1972 by the Australian philosopher Peter Singer in The New York Review of Books. Singer's article was a review of Animals, Men and Morals (1971) by three Oxford philosophers, John Harris and Roslind and Stanley Godlovitch. Singer declared the book a manifesto for "animal liberation," thereby coining the phrase.
Spira got hold of Singer's article and felt inspired: "Singer described a universe of more than 4 billion animals being killed each year in the USA alone. Their suffering is intense, widespread, expanding, systematic and socially sanctioned. And the victims are unable to organize in defence of their own interests. I felt that animal liberation was the logical extension of what my life was all about – identifying with the powerless and the vulnerable, the victims, dominated and oppressed."
In 1974, he founded Animal Rights International (ARI) in an effort to put pressure on companies that used animals. He is credited with the idea of "reintegrative shaming", which involves encouraging opponents to change by working with them – often privately – rather than by vilifying them in public. Sociologist Lyle Munro writes that Spira went to great lengths to avoid using publicity to shame companies, using it only as a last resort.
In 1976, he led the ARI's campaign against vivisection on cats that the American Museum of Natural History had been conducting for 20 years, intended to research the impact of certain types of mutilation on the sex lives of cats. The museum halted the research in 1977, and Spira's campaign was hailed as the first ever to succeed in stopping animal experiments.
Another well-known campaign targeted cosmetics giant Revlon's use of the Draize test, which involves dripping substances into animals' eyes, usually rabbits, to determine whether they are toxic. On 15 April 1980, Spira and the ARI took out a full-page ad in the New York Times, with the header, How many rabbits does Revlon blind for beauty's sake? Within a year, Revlon had donated $750,000 to a fund to investigate alternatives to animal testing, followed by substantial donations from Avon, Bristol Meyers, Estée Lauder, Max Factor, Chanel, and Mary Kay Cosmetics, donations that led to the creation of the Center for Alternatives to Animal Testing.
Other campaigns targeted the face branding of cattle, the poultry industry, and fast food giant KFC, with an ad that combined a KFC bucket and a toilet. Spira took a photograph of a primate who had been imprisoned for months in a Bethesda Naval Hospital chair to the Black Star Wire Service, which sent the picture around the world. It was shown to Indira Gandhi, India's PM, who cancelled monkey exports to the United States, because the photograph suggested the U.S. Navy was violating a treaty with India that forbade military research on animals.
Nevertheless, Spira was an advocate of gradual change, negotiating with McDonald's, for example, for better conditions in the slaughterhouses of its suppliers. He proved especially adept at leveraging the power of the larger animal welfare organizations, such as the Humane Society of the United States, to advance his campaigns.
Spira died of esophageal cancer in 1998.
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