About us

About us

Creating a future that ensures rights of animals

SAFE empowers society to make kinder choices for animals.

SAFE’s vision is an Aotearoa New Zealand free of cruelty, a society where we nurture our instincts for compassion, and where we are kind to ourselves, animals and our planet.

That future isn’t far away. With the help of our supporters, every day we are making massive wins for thousands of animals, and each step forward brings us closer to an Aotearoa where all animals matter.

SAFE Staff 2019

Our history

From our humble beginnings in 1932, when a handful of volunteers incorporated as a branch of the British Union for the Abolition of Vivisection.

Now with twenty staff spread across New Zealand’s three main centres, and thousands of loud and talented volunteers and supporters, we are stronger than ever. We’re the leading voice on anything and everything to do with the animals of Aotearoa.

You’ll find us everywhere – from farms to the Beehive, from the High Court to the classroom, from television news to social media – working to ensure the concerns of animals are the concerns of the nation.

Our work

Animals need us. They suffer in many unseen ways in our society. We are committed to working with society to present positive solutions that will end animal cruelty. Our strategic projects, programmes and activities are designed to create an Aotearoa that is kind to all animals.



Exposing cruelty

Legal action

Educational programmes

Political engagement


Corporate engagement

Youth programme

Vegan advocacy

Eat with kindness

Plants! Plants! Plants!

Sign up for the Plant-Based Challenge! Eating a plant-based diet is the most important thing you can do to help animals. It's a simple switch, but it makes a big difference. We bet you’ll find it tastier and easier than you ever imagined!

Donate today

Help us continue helping animals in need

As a charity, SAFE is reliant on the support of caring people like you to carry out our valuable work. Every dollar goes towards providing education, undertaking research and campaigning for the benefit of all animals.