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.

Why We Exist

  • While the UK animal freedom movement has made progress, we need greater cohesion and collective power to become an effective force for change. As National NGOs focus on policy and corporate progress, their responsiveness to emerging events can be limited. Grassroots activism has struggled to rebuild following state repression in the early 2000s. Without cultivation, network-building, and coordination, both efforts remain underpowered.

  • The power for transformative change comes from alignment and collaboration - when grassroots energy fuels NGO-led campaigns and NGO influence amplifies grassroots action. 

  • Project Phoenix is building local organising and campaigning power, strengthening the movement’s strategic coordination, and reshaping cultural narratives to shift public opinion and create the conditions for systemic change.

Our 2030 Vision

By 2030, we aim to have built:


✅ a national network of grassroots groups winning local victories, supporting national campaigns, and responding rapidly to opportunities.

✅ strong alliances and coordinated networks across the movement, with grassroots groups, NGOs, and key influencers using shared narratives and working towards common goals.

✅ the movement’s power to win major legislative victories—such as bans on racing greyhounds, testing on animals, and factory farming expansion.

Our Approach

  • Building movement power: Expanding the activist base through popular gateway campaigns, seeding and supporting local groups and cultivating mass leadership development​

  • Catalysing networks: Developing trust, collaboration and coordination across groups within the movement

  • An ecosystem approach: Ensuring every part of the movement works synergistically

  • Emergent strategy: Adapting and innovating based on real-world conditions​ and opportunities

  • Rapid response to trigger events: Creating the infrastructure needed to mobilise quickly in response to policy opportunities, media moments, and public outrage.

Our Story

Project Phoenix was founded to address gaps in the UK animal freedom movement: lack of grassroots power, fragmentation, lack of narrative influence, and a limited diversity of strategies. Inspired by historical social movements, including our own, and a radical belief in people power, we are reigniting the movement from the ground up​.