Building an Unstoppable Mass Movement for Animal Freedom in the UK

By creating a powerful, connected, and strategic mass movement, we can end animal exploitation in our lifetimes and create a world where every animal can thrive in freedom and dignity.

Project Phoenix is building a mainstream mass movement to drive cultural and legislative change for fellow animals in the UK. We are movement builders, cultivating the networks, strategy and power necessary for systemic change.

We believe in people power, decentralised organising, and strategic collaboration. 

That’s why we are: 

  • building a national network of local campaigning groups, 

  • strengthening movement-wide coordination, and 

  • shifting public narratives

to ensure the movement has the power to win transformative change for our animal cousins.

Inspired by the mythical phoenix, our name symbolises our belief in the resurgence, transformation, and collective power of the animal freedom movement. 

Join us in making this vision a reality.

Our Mission and Vision

Our mission is to build the power of the animal freedom movement in the UK into an unstoppable force for change.

Our vision is a world where every animal can thrive in freedom and dignity.

Our Values

  • We exist to build a mass movement to end all forms of animal exploitation. Every action we take moves us closer to a world where fellow animals are free and recognised as individuals, not commodities.

  • Change happens when ordinary people realise their power to act. We equip people with the tools, confidence, and strategy to take action, ensuring a movement that is leader-full.

  • Leadership is shared, not centralised. We empower local groups to drive their own campaigns, act independently and take initiative without waiting for permission, while ensuring alignment between grassroots activists and NGOs through shared principles, collaboration, and narrative unity.

  • No single individual, organisation or strategy can achieve animal freedom alone. We foster deep relationships across grassroots groups, NGOs, and allies, ensuring alignment, synergy, resource-sharing, and collective victories.

  • We reject defeatism and actively build hope, resilience, and confidence by experimenting, learning, and scaling up successes, making our movement unstoppable. We know this will be a long struggle, but together, we have the power to win.

  • Love is the foundation of everything we do—for our fellow animals, for humans, and for the world we’re building. We create an organisation and movement culture that is caring, inclusive, and deeply connected.