How does an issue come to be defined as a social problem? Once a problem is defined as such, what are the processes through which activists engage and organize citizens to join the cause? What strategies can activists use to get their issue on the public agenda for change? Using the purported social problem of animal-product consumption, this paper will provide a response to these questions through the social change lens of the vegan/vegetarian (VEG) movement. The author will discuss how VEG activists have created meaning through the use of collective action frames, expanded the boundaries of the movement to mobilize an increasing number of individuals and groups, and utilized campaign tactics and policy windows to get the animal-product consumption problem on the public agenda.