MacKenzie Cross
Mackenzie Cross is a Digital Marketing Strategist helping vegan change makers to amplify their impact online through values-driven digital marketing. Through running as a candidate for the Animal Justice Party and taking on a volunteer social media role, Mackenzie discovered her passion for using social media to create meaningful change. Leaving behind her environmental science career, she founded Total Ethics Media and Marketing in 2022 and has since supported leading organisations like Vegan Australia, Edgar’s Mission and Vegan Easy.
www.totalethics.com.au
Social Media for Animal Advocacy
In a world where attention spans are shrinking and digital noise is louder than ever, social media remains one of the most powerful tools for driving change for animals. In this session, Mackenzie will share how animal advocates and organisations can use social media strategically to reach new audiences, inspire empathy, and create meaningful impact — even with limited time and budgets.
Drawing on her experience supporting leading organisations such as Vegan Australia and Edgar’s Mission, Mackenzie will unpack the key pillars of successful advocacy online: clear messaging, storytelling that connects, and sustainable content systems that make it easier to show up. Whether you’re a campaign manager, run a sanctuary, or simply wanting your voice for animals to be heard, you’ll walk away with actionable strategies to strengthen your online presence and amplify your advocacy for animals.
