Jo-Anne McArthur on Pioneering Animal Photojournalism and Founding We Animals

As part of the Morning Lazziness series that highlights women empowerment making a remarkable impact with their ideas, I had the pleasure of interviewing Jo-Anne McArthur.

Jo-Anne is an award-winning photojournalist, sought-after speaker, photo editor, and the founder of We Animals. She has visited over sixty countries to document our fraught relationship with animals and is the author of three books: "We Animals" (2014), "Captured" (2017), and "Hidden: Animals in the Anthropocene" (2020). Jo-Anne is the subject of the acclaimed Canadian documentary, "The Ghosts in Our Machine," and her photos have received awards from nature photographer of the year, Picture of the Year International, The Global Peace Award, and others. Jo-Anne enjoys jurying photography contests and has done so for World Press Photo, Big Picture, and others. She hails from Toronto, Canada.

In this interview, she reveals the mindset shifts, bold moves, and lessons that have helped her turn ideas into impactful online businesses.

What inspired you to start your business, and what problem were you passionate about solving?

I founded We Animals because I wanted my work as a photojournalist to have a greater impact. For years, We Animals was a personal project, but I realized that the stories I was telling needed to reach further. I transformed the project into a non-profit organization with a stock site that could host my work and make it freely available to anyone advocating for animals. Today, that stock site features the work of over 175 photographers, and through fundraising, we can conduct research and tell animal stories on a global scale.

Animals are often invisible to us. We see them as products – packaged in supermarkets or woven into clothing – but rarely as living beings with their own lives. Our mission is to change that by making their lives visible, so they can be considered, respected, and protected. Photojournalism has a unique power to reach people in ways that words alone sometimes cannot, and we use it as a tool for change.

How has your business evolved since launch and what key decisions have contributed to driving that growth?

Early on, I received valuable and invaluable advice from Seth Tibbott, the founder of Tofurky: "When building a business, shoot yourself from as many things as possible, as soon as possible." As We Animals grew, I raised money to hire people with skills I didn’t have: accounting, finance, web development, operations, and more. "Getting the right people on the bus" is key to our growth and success.

What started as a solo project with me making all the decisions has become a collaborative effort. Today, we make choices about shoots, stories, and expenditures as a team, with each person bringing their expertise and institutional knowledge. That shift has been transformative. The old saying is true: teamwork really does make the dream work.

What sets your brand apart in the competitive market today?

We have created a new genre of photography: animal photojournalism. Traditional photojournalism focuses on the human condition, while wildlife and conservation photography focus on wild animals and the species we want to study and protect. But these genres exclude most animals that people use every day – those in farms, laboratories, zoos, aquariums, for entertainment, and for work.

Animal photojournalism fills that gap. It encompasses all animals, making visible the lives that are often overlooked. At We Animals, we are not only pioneering this genre, but we are also working to normalize it, and our brand is built on that (evolving!) expertise.

What has been your most effective marketing strategy so far, and why do you think it has worked so well?

Animal welfare is fueled by passion, for good reason. Billions of animals suffer each year at our hands, and the need for change is urgent. At the same time, communicating about this reality can be deeply challenging. People often resist messages that confront their traditions, cultures, or daily habits. That’s why our approach has been to meet people where they are, speak with kindness and honesty, and avoid telling them how to feel or what to do.

Instead, we focus on creating powerful visuals and stories that invite people to look and not turn away. By approaching this work – and people – with openness and authenticity, we have been able to engage the public in a way that feels both accessible and compelling. Our strategy has worked because it is rooted in truth and empathy, and it is about a subject that is rare to see but essential. Our work may be seen as new and a bit strange, but we play to those strengths!

How do you stay connected to your ideal audience and understand their needs or behavior?

We focus on identifying audiences that are most open to the topics we document. And by collaborating with partners in specific regions, we can connect with their communities and reach people who are most likely receptive. We try to understand the perspectives of our audience and reach them in ways that resonate.

What is one branding move or campaign that has taken your business to the next level?

Here are two!

The first is our book "Hidden: Animals in the Anthropocene," a groundbreaking project featuring the work of 40 photographers documenting the hidden lives of animals worldwide. It is an infallible form of conflict photography – about animals – and since its publication in 2020, it has won awards and been exhibited globally, establishing our credibility and reach.

The second is our 2025 partnership with the Humane League on "The True Cost of Eggs: The World’s Largest Egg Research." This unprecedented project spanned 37 countries and demonstrated (for us and others) the impact of strategic partnerships.

Both initiatives demonstrated what We Animals is capable of: creating bold, meaningful work that resonates globally.

How do you define success, not only in numbers, but in purpose or impact?

I particularly like this question because so much of what we do as storytellers is difficult to quantify. While our work helps policymakers and campaigns end or curb cruel practices, much of our impact is about changing cultures and ideas over time. Our global investigations and stories reveal our complex relationships with animals, ethical and cultural shifts emerge, and nurture human capacity for compassion and change.

Success for us is seeing these effects unfold every day around the world. We witness the use of our images, the feedback we receive, invitations to speak or showcase our work, and the ways people integrate our work into their own advocacy. It’s a long road, but the fact that people choose to engage with and amplify these stories shows that our mission is taking root.

How do you personally define success, beyond revenue and growth metrics?

For me, success is so much about creating a happy, engaged community at We Animals. I am a deeply relational person and I value the people who work here, and as the founder, it is an honor that they choose to be part of our mission. That makes it essential for me and our leadership team to foster a positive and healthy culture.

On a personal level, I also find fulfillment in mentoring photographers and connecting with audiences through speaking engagements. Changing hearts and minds often happens one person at a time, one photographer at a time. The more photographers embrace animal photojournalism, the more people will see and engage with the work they create, and that ripple effect drives real change. It’s amazing to see that we have contributed to creating much more animal photojournalism in the world!

Can you share a challenge or setback that ultimately became a turning point for your brand?

When our team grew to about four people, we knew that internal emails wouldn’t cut it for effective communication. We adopted Slack and Asana, which helped streamline workflows, improve project management, and increase transparency throughout the organization. It was a learning curve, but one that ultimately strengthened our operations.

In addition to operational improvements, these tools promoted accountability and a sense of shared ownership over projects. People felt more empowered to contribute ideas, track progress, and see the bigger picture of our mission. That cultural shift was as valuable as the logistical; it allowed both our creativity and our impact to flourish.

What daily habits or rituals keep you focused, creative, and grounded as a leader?

Maintaining habits that keep me focused and creative is challenging! In a busy, growing organization, it is easy to get swept away on a daily basis. I have found that I can let too much time pass without making space for the deep creative work that I and the organization need. But this question has the answers baked in: habit, ritual, focus, creativity, and grounding.

Currently, I am working with a coach for changemakers named Kimberly Carroll. She is a magician! She helps me identify the work habits that are not serving me, and build new ones that give me the space I need to focus and create. With these practices, I can be a more grounded and inspiring leader, a kind of presence that I want to bring to We Animals.

How do you approach innovation and risk in your business strategy?

The world of film and photography is constantly evolving, whether it is in technology, subject, style, or approach. We remain curious and attentive and learn from what others are doing. I gain a lot from attending industry events like "Visa pour l’Amage" in Perpignan and other festivals, where I can immerse myself in significant stories and see how they are being told. Our photographers and researchers also follow technological changes – from drones to hidden cameras, AI applications, and workflow innovations – to see how these tools can enhance our work.

Our work also comes with real risk. Research work, often using covert methods and technological security, requires careful management. We closely monitor potential risks and take steps to mitigate them. We are also incredibly grateful for our pro bono lawyers from the Animal Defense Partnership, who guide us on legal matters ranging from fieldwork risks to contracts. Balancing innovation with responsibility is central to how we work.

What advice would you give to someone starting a business in today’s rapidly changing digital world?

Do not get swept up in the pace of it all. It is tempting to think that you have to be everywhere, all the time, to follow every trend. But what matters most is grounding yourself in the purpose. Why are you doing this work? Who do you serve? For us at We Animals, the answer has always been the animals. We exist to make their hidden lives visible. That clarity has carried us through every technological change and every shift in the digital landscape.

The other advice I would give is to build trust. In a noisy world, trust is something that endures. Build trust with your audience by being transparent and consistent. Build trust with your partners by aligning on values. And build trust within your team. Surround yourself with people who complement your strengths and weaknesses, so you can confidently let them focus on their areas of expertise while you focus on yours. That kind of trust not only makes the work stronger, it also makes it sustainable. Technology will continue to evolve and you will need to adapt, but if your foundation is strong, if your mission is clear, if your values are non-negotiable, and if your team is aligned, you can stay the course.

Where can our audience connect with you and learn more about your work or offerings?

People can reach us at info@weanimals.org. Our website is a valuable resource for animal advocates, academics, journalists, media, and campaigners. We now have over 40,000 visuals that people can use for free. We also offer fellowships, a masterclass in animal photojournalism, and stories about what’s happening in the world of animals. You can also follow us on Instagram and LinkedIn.