In 2008, Masson became a Director of Voiceless, the animal protection institute. "We are not encouraged, on a daily basis, to pay careful attention to the animals we eat. On the contrary, the meat, dairy, and egg industries all actively encourage us to give thought to our own immediate interest (taste, for example, or cheap food) but not to the real suffering involved ... The animals involved suffer agony because of our ignorance. The least we owe them is to lessen that ignorance".