About us Our values

Our values | Ko ngā uara


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.

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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.