How we work

We exist to end the abuse of animals raised for food. Here’s how we do it.

We pride ourselves on being effective

Every decision we make, every day we come to work, we ask the question: what makes the biggest impact on the animals we all care about. In fact, we’re so effective we’re a recommended charity by Animal Charity Evaluators.

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Our Priorities

Every three years, we refresh our strategy to determine the most pressing and impactful areas we should work on to achieve our mission of ending the abuse of animals raised for food.

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How we Campaign

Want to find out what goes on behind the scenes? Here’s how we approach our strategic campaigns.

OUR CORPORATE RELATIONS TEAM

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Our first step in getting a company to commit to improving its animal welfare is simply to talk to them.

We begin with research - finding the best person to talk to and motivations behind why they might want to change. Then we get in touch and try to arrange a meeting.

In these meetings, we explain our work and outline the benefits of higher welfare. We may have many of these meetings, and the ideal outcome is that we can support and guide them to committing to, and delivering, better welfare for animals in their supply chain.

OUR CAMPAIGNS TEAM

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Sadly, some companies don’t see better welfare for the animals in their care as a priority. This is when the Campaigns team step in.

Our team will put together the most effective campaign strategies, bringing together animal lovers from across the country and sometimes even the globe.

From protests, to tweetstorms, to large scale projections, our Campaigns team will work relentlessly to push animal welfare to the top of a company’s agenda and ultimately effect change for billions of animals.

GLOBAL COLLABORATION

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The multinational nature of some of our campaign targets mean that we need to make our campaigns Europe-wide or even global. This is where the Open Wing Alliance (OWA) comes in.

We work with animal protection organisations across the world to achieve huge change for animals. Because factory farming isn’t just a UK problem, animals are being abused in every country in the world.

Our Lobbying Work

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We decide on what campaigns to run for animals based on what will make the biggest impact on as many animals as possible.

Sometimes this means, instead of campaigning against a company, it makes sense to lobby instead.

Lobbying means to make the case for a particular policy to a Government body or official such as a Member of Parliament with the aim of changing the law.

For example, most UK companies understand that customers don’t want to buy eggs from caged hens, and therefore have committed to phasing these products out. In the final step to end cages for good in the UK, we need a change in the law. That’s why we’re lobbying the Government to ban cages for laying hens.

Theory of Change

Our Theory of Change is a map that outlines the steps we take to achieve our mission. Short-term, medium-term, and long-term outcomes lead us to a world where we've stopped the worst and most widespread abuse of animals raised for food, and they're treated with far greater compassion.

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