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 values




Our work is focused on the future we want to create. We are driven by our passion to deliver results for animals. They inspire us with their complexity of feeling, their tenacity to survive. Our work urges others, not just to feel, but to join us as we lead change for animals in Aotearoa.




We are accountable to our supporters, the public — and especially, to the animals we speak on behalf of. We are ethical in all things, and respectful. We say what we mean. We are a trusted, credible source of information. We value our reputation and protect it by standing behind our work and acting with virtue.





Adaptable yet steadfast. Strategic and agile. We plan for success yet pivot and respond when we must to ensure we follow the most effective course. We focus on upstream approaches. We draw on the wisdom of leaders in our movement and research to develop deliberate, proactive, thoughtful ways to deliver on our mission.





Our work comes from a place of empathy. We respect life and act with compassion. We believe that others should be treated with warmth, gentleness and goodwill — and that consideration extends beyond the human species. We are driven by a call for justice that is inclusive to all. Together with our supporters, we put ourselves in the feet, hooves, paws, trotters, fins of others.





History favours the bold. To sustain the transformational change we are striving for, we bring new ideas, imagination and creativity to our work. We aren’t afraid to try new things — to stand out. We are pioneers. We embrace the unfamiliar, unprecedented, ultra-modern. Together we are blazing a new trail. Our radical approaches disrupt the status quo and question the structures that enable them.




We draw strength from our values and are steadfast. We often travel the road less taken. We bear witness to suffering and will hold those responsible to account. We work with determination and resolve. Our bravery is on display when we make a point of difference, when we expose suffering, when we stand in the minority for animals. We will not be shaken — we are on the right side of history.





Our movement was born of the sweat and tears of other social justice movements before. We build on their hard-won gains. Today we stand in solidarity with others in our community to bring about equality for all. Our movement is much bigger than us. We welcome new people and ideas. Hand-in-hand, we tirelessly work to protect the rights of animals. We belong — to each other and our world.

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

Try plant-based!

Eat with kindness

Get ready to be inspired by how enjoyable, easy and delicious it can be to live in a way that is kinder to our planet and all who live on it.

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 gift goes towards providing education, undertaking research and campaigning for the benefit of all animals. SAFE is a registered charity in New Zealand (CC 40428). Contributions of $5 or more are tax-deductible.