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Debra became SAFE’s CEO in 2018. A long-time animal advocate, Debra was SAFE’s Managing Director in 2012, after a twenty-five-year career in film and television. Her love of animals and a concern for the way they are treated led Debra to work with a wide number of groups wanting to make positive changes for animals. Previously, she served on the boards of both SAFE and Wellington SPCA, produced and co-presented an animal rights radio programme and has experience as a business owner and journalist.

In 2019, Jessica assumed the role of leading SAFE's Corporate Campaign initiatives. Currently serving as SAFE's Head of Campaigns, Jessica spearheads efforts focused on hen and chicken welfare, driving impactful change in corporate and policy arenas. With a background in project management and film production, as well as a science degree specialising in animal management and welfare, Jessica brings a diverse skill set to the team, and provides expert commentary in the media across a range of areas.

With a background in environmental campaigning, Emma brought her expertise to SAFE's Campaigns team in 2021. Holding a Masters in Public Policy, her dissertation focused on regulatory capture and emphasised the necessity of independence in the animal welfare sector. Emma is deeply passionate about addressing systemic injustices and driving policy reform for animals. She currently spearheads SAFE's dairy campaign efforts, championing positive change in the industry.