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.
Read moreEvery 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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We exist to end the abuse of animals raised for food. Here’s how we do it.
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 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.
Find out moreSadly, 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.
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.