This article considers the multi- and intersemiotic expression of empathy and compassion in a campaign organised
by the Vegan Society. It draws upon insights from ecofeminism and the ethics of care as well as systemic functional semiotics as a
way of exploring how instances of attitude (affect, judgment and appreciation) in the campaign’s various texts might be negotiated
and shared, creating potentials for empathetic and compassionate responses. The study finds that parts of the campaign
represent empathy and compassion as exemplars for readers to follow, while other parts of the campaign,
especially social media, provide readers with an opportunity to enact empathy and compassion. The study also
identifies gendered and generational dimensions, and suggests that syndromes or clusters of positive and negative attitude can
form the basis for empathetic and compassionate responses.