Catch 22....I think creating a cruelty free society has to start at a young age. Not sure what age, and although people can change later in life, I do see alot of kids make their own minds in this area when they see their idols represent positive organizations to make a huge difference. They don't have to be so graphic in doing so, but I think there can be awareness can target to kids who's only influence may be parents who don't practice animal wefare or animal rights. The biggest influence on me was when I saw a butcher steer shot in front of me. It's an image that I'll never forget (I think I was around 12 or so). I didn't have nightmares over it, but that was my turning point although I'd been raised to think animals were just creatures that belonged outside, including our non-pet/domestic animals from living on a farm. That's when I recognized the true emotions that animals have. I really wish there were more milder organizations that have the similar philosophy as PETA yet not so radical in saying we cant be animal caregivers, for example. A great one was last chance for animals (LCA) in the LA area, but they're not well known (
http://www.lcanimal.org/). Also the antivivisection society was popular, focused on animal testing, but I don't hear about them anymore either. Who else takes the time and chance to film despicable conditions and treatments undercover that are still within "standards"? Not many and just like consumer watchdog groups, there has to be people with balls to expose the ones that hide the ugly side.
The aspca (and other humane society orgs) are great but those are more focused on pets and domestic animals, and not so much the forgotten ones. There are those that don't think animals should be killed for human food no matter how they are killed (although I havent followed this, there are legit arguments of this) and truly believe in animal rights (not just welfare) and their right to life, and that's fine too. It's just a matter of bringing it to our attention - not in a forceful way, but to those who are unaware there's a problem, and would never look otherwise - and let the individual decide on what level they believe the ethical treatment of animals should begin, then disregard what may be a bit too radical.