Building an Unstoppable Mass Movement for Animal Freedom in the UK
By creating a powerful, connected, and strategic mass movement, we can end animal exploitation in our lifetimes and create a world where every animal can thrive in freedom and dignity.
Project Phoenix is building a mainstream mass movement to drive cultural and legislative change for fellow animals in the UK. We are movement builders, cultivating the networks, strategy and power necessary for systemic change.
We believe in people power, decentralised organising, and strategic collaboration.
That’s why we are:
building a national network of local campaigning groups,
strengthening movement-wide coordination, and
shifting public narratives
to ensure the movement has the power to win transformative change for our animal cousins.
Inspired by the mythical phoenix, our name symbolises our belief in the resurgence, transformation, and collective power of the animal freedom movement.
Join us in making this vision a reality.
Our Mission and Vision
Our mission is to build the power of the animal freedom movement in the UK into an unstoppable force for change.
Our vision is a world where every animal can thrive in freedom and dignity.
Our Values
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We exist to build a mass movement to end all forms of animal exploitation and create a world where all animals can thrive. Internally, we protect each other's freedom too - to lead, act, and take initiative without waiting for permission.
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Change happens when ordinary people realise their power to act. We equip people in the movement with tools, confidence and strategy, and we share power and responsibility within our team. Everyone leads here.
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No individual, organisation or strategy can achieve animal freedom alone. We build deep relationships across the movement - finding common ground where it matters, while being honest about where we disagree. Within our team, we invest in our relationships, trust each other, and share responsibility for how the work gets done.
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We inspire an unstoppable movement by experimenting, learning and building on successes. We reject defeatism, take brave action even when the odds are against us, and act like change is possible every single day.
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We create a culture that is kind, inclusive and driven to make positive change in the world and in how we treat each other. We honour rest, joy and difference as fuel for resilience and long-term change.