Until we completely stop the exploitation of animals!
Join a group of committed & creative activists ready to make a change happen for the animals.
We’re looking for 5 founding members in Australia.
Why We Need New Strategies
Ineffective Communication
• Activists interrupting people far from being ready to hear the message
• Confrontational approaches that create resistance
• Lack of strategic communication that creates deep engagement
Likes and following over real impact
• Content mostly designed to entertain existing vegans
• Social media activism that prioritises likes over meaningful change
• Circular conversations within echo chambers
Potentially Superficial Commitments
• Focusing on corporate commitments without deeper systemic change
• Avoiding fundamental cultural transformation
• Settling for incremental changes that don’t address root issues
While we identify these limitations in current approaches, we recognize valuable work happening through investigative journalism revealing industry practices, scientific research establishing animal sentience, and community-building initiatives that nurture compassionate values. Our goal is to complement these strengths while pioneering new strategic directions.
We’re here to Build a different Approach
The animal rights movement and most importantly the animals require us to develop new strategies…
Systemic Analysis
→ Treat animal exploitation as a complex, interconnected system
→ Identify precise leverage points for transformation
→ Understand cultural, economic, and psychological dynamics
→ Move beyond isolated, reactive interventions
Interdisciplinary Innovation
→ Combine insights from behavioural economics and psychology, marketing strategy, social movement theory, and cultural anthropology
→ Create interventions that challenge fundamental narratives
→ Design experiences, not just information
Experimentation & iteration
→ Treat advocacy as a design challenge
→ Develop clear hypotheses
→ Rapid, iterative testing of interventions
→ Measure impact beyond traditional metrics
→ Prioritise long-term cultural shifts over immediate victories
We didn’t sign up for this because it’s easy but because it matters…
We’re looking for 5 founding members in Australia.
Our Values
Our values are the strategic foundation of our approach to creating transformative change.
1. Consistent Experimentation
We believe progress emerges from a high rate of experimentation. Failure is not a setback, but a critical pathway to breakthrough strategies. The more we fail the higher our chances to succeed in the long term.
2. Systemic Transformation
We are committed to fundamental cultural change, rejecting conservative modifications that just maintain the status quo of animal exploitation.
3. Mission Over Fundraising
Our mission is not defined by donor expectations. We are uncompromisingly focused on phasing out the exploitation of animals, regardless of financial pressures.
4. Collective Power
No single individual can create global change. We understand that our strength lies in coordinated, strategic collective action.
5. Embracing Discomfort
Growth happens outside comfort zones. We actively seek challenges that expand our capabilities and deepen our impact.
6. Long-Term Vision
We prioritize sustainable, strategic success over temporary, performative victories that create minimal change.
7. Consistent Actions
Small, persistent actions compound into significant transformation. We believe in consistent, strategic commitment.
8. Respect and Compassion
We treat each other – and all beings – with unwavering respect, kindness, and love, without compromising our core principles.
9. Suffering Aware
The ongoing suffering of animals fuels our resolve. We draw strength from this awareness, moving forward boldly and unapologetically. We find courage in our willingness to continuously learn, adapt, and challenge ourselves.
10. Humility
We recognise our individual limitations and the vastness of this mission. We are committed to stop animal suffering, understanding that true change requires collective effort beyond personal recognition.
We have an opportunity and the responsibility to make a change.
They suffer every second of every minute of every hour of every day.
We’re looking for 5 founding members in Australia.