If animal advocacy was to be seen as an instrument, how many strings are we currently using to produce our tunes? The vast majority of our communication is either relying on engaging emotional responses of the receiver or takes the approach of sensationalist investigative journalism. And with great success! But are there segments we are currently not engaging with these strategies? In this talk I will look at one aspect of communication, that is rarely used in animal advocacy – the power of humor. What role can humor play? What are the limitations? How effective is humor as a vehicle for change? What role does humor play internally in our movement and are we good enough at laughing at ourselves? These are some of the questions I aim to address in this talk.