About us
We exist to make the animal freedom movement unstoppable.
By building a powerful, connected and strategic mass movement, we can end animal exploitation in our lifetimes.
Our missionTo build the power of the UK animal freedom movement into an unstoppable force for change.
Our visionA world where every animal can thrive in freedom and dignity.
Why we exist
The movement has the passion. It doesn't yet have the power.
The UK animal freedom movement has made real progress. But to become an effective force for change, it needs far more cohesion and collective power. Three gaps hold it back:
Grassroots still rebuildingLocal activism has struggled to recover from the state repression of the early 2000s.
NGOs stretched thinNational organisations focus on policy and corporate change, so they can't always respond fast when moments break.
Nothing joining it upWithout network-building and coordination, both stay underpowered.
Power comes from alignment: grassroots energy fuelling NGO campaigns, and NGO influence amplifying grassroots action.
Our 2030 vision
By 2030, we aim to have built:
A national grassroots networkLocal groups winning local victories, backing national campaigns and responding rapidly to opportunities.
A movement that moves togetherStrong alliances across grassroots groups, NGOs and key influencers, using shared narratives and working towards common goals.
The power to win bigMajor legislative victories, such as bans on greyhound racing, animal testing and factory farming expansion.
Our values
How we work, inside and out.
FreedomWe 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.
PowerChange 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.
CollaborationNo 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.
HopeWe 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.
KindnessWe 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.
How we work
Two networks. One direction.
Everything we do builds two networks that work hand in hand: the Animal Freedom Network, growing and connecting grassroots groups across the UK, and the Movement Impact Network, bringing 15+ organisations across the movement behind a shared direction. Alongside them, we work to shift public narratives, so the wider public moves with us. Five principles guide how we do it:
Build movement powerGrow the activist base through gateway campaigns, local groups and mass leadership development.
Catalyse networksBuild trust, collaboration and coordination between groups.
Think as an ecosystemMake sure every part of the movement strengthens the others.
Adapt as we goLearn and innovate from real-world conditions and opportunities.
Move fast when it mattersBuild the infrastructure to mobilise quickly around policy openings, media moments and public outrage.
Our story
Founded in March 2025. Built on what's worked before.
Project Phoenix was founded to fill the gaps in the UK animal freedom movement: too little grassroots power, too much fragmentation, too little narrative influence and too narrow a range of strategies.
Our founders helped build Animal Think Tank and the Southern Animal Rights Coalition. Inspired by historic social movements, including our own, and a radical belief in people power, we're reigniting the movement from the ground up.
Our name comes from the mythical phoenix: a symbol of our belief in the resurgence, transformation and collective power of the animal freedom movement.
27local groups
100+activists trained
2,000+organising guides downloaded
15+organisations in our impact network
Work with us
Back grassroots power for animals.
Funders and organisations: we'd love to show you where your support goes next.
Dr Laila Kassam, Executive Director · laila@project-phoenix.org.uk