Our Vision:

• To create a world where nobody wants or believes we need to experiment on animals.

Our Mission:

• Increase awareness by using all forms of media and public campaigning; reaching more people and developing new partnerships
• Assert the entitlement of animals to lives free from suffering, confinement and abuse
• Educate our audience by informing them of the facts
• Create change in policy, legislation and practice by influencing decision-makers
• Promote human health by advocating non-animal scientific methods and positive social change
• Inform, motivate and challenge by exposing the reality of animal experiments

Our Values:

• Compassion: We respect quality of life for animals and people
• Rational: We present scientific, factual, reliable information and reasoned argument
• Integrity: We are professional, honest, principled and proudly non-violent
• Determined: We are passionate and totally committed to realising our vision