We Shift Narratives

Through compelling popular campaigns, we tell the truth about factory farming, cultivating empathy for farmed animals and mobilising more institutions and individuals to sign petitions, participate in demonstrations, contact their legislators, and contribute resources to protecting farmed animals.

The more supporters, the more we can sway policymakers, move leading food companies to practise higher-welfare sourcing, and make cascading impacts that inspire broader societal shifts. We must keep building people power to drive meaningful long-term change.

Our movement has so many potential allies. So many people love animals. Many recognise farmed animals as sentient and know that factory farming harms animals, the planet, and human health. To win long-term changes that alleviate animal suffering and erode its causes, we must build a vast ecosystem of diverse individuals, organisations, campaigns, strategies, and stories.

One way we do this is through volunteer-led hubs in key cities worldwide. Hubs consist of volunteer leaders committed to coordinating and growing a volunteer community that takes regular action in support of local initiatives or international Mercy For Animals campaigns.

We also partner with high-profile celebrities and influential figures who share our passion for animal protection. Their voices and platforms raise awareness and inspire far-reaching change. Through strategic media collaborations and thought-provoking coverage, we ensure our message resonates with audiences everywhere. Add our hard-hitting large-scale campaigns, and we are poised to create unstoppable momentum towards a brighter future for farmed animals.