Advocacy and Prevention
We will change behaviours towards animals and improve the lives of farmed animals
Core services
Changing behaviours and raising welfare standards
We’ll continue lobbying for policy change at both national and international levels, ensuring animal welfare is prioritised in legislation and enforcement. We’ll develop and promote RSPCA standards for farmed animals, alongside international frameworks that raise welfare expectations globally.
Through education, we’ll equip people of all ages with the knowledge and tools to improve animal welfare, whether in homes, schools, workplaces, or communities. By focusing on prevention, we’ll empower individuals and organisations to act, intervening early to stop harm before it occurs.
We’ll influence organisations to adopt higher welfare practices, share our expertise across borders, and collaborate with partners who share our vision. By combining evidence, advocacy and practical support, we’ll drive systemic change and build a society where animals are treated with compassion and respect.
Improving the lives of farmed animals
We’ll lead lasting change in how animals are treated by influencing behaviours, policies and systems, particularly for farmed animals, where the opportunity for impact is greatest. To fulfill our objectives, we’ll implement our Food and Farming Strategy to help end lower welfare farming and significantly reduce animal product consumption – creating a kinder and more sustainable food future for all. This will include delivering new research on how different levels of animal product consumption impact animal welfare, and identifying farming methods that allow every farmed animal to live a good life.
We’ll build stronger policy expertise on future food systems, including the reduction of animal product consumption, alternative proteins, and emerging issues. We’ll run behaviour change campaigns to support the public in making kinder food choices. And we’ll bring together and accelerate our existing work in public affairs and campaigning across food and farming.
Our work to improve the lives of farmed animals aligns with our ambition to support the continued growth of the RSPCA Assured scheme to increase the number of animals in higher welfare farming. In 2025, the scheme grew by an estimated 2.3 million animals, with over 3,600 assessments carried out – 97 percent of which were unannounced. These regular farm visits ensure that member compliance with RSPCA Assured’s strict welfare standards is closely monitored, reinforcing the strength and integrity of the assurance model and making a real difference to the lives of millions of farmed animals.
Change activity
To achieve lasting change for animals, we must address the societal drivers of harm. Our Advocacy and Prevention change activity is designed to influence both individual behaviours and high-level policy. By leveraging our expertise to shape legislative frameworks and implementing evidence-based public awareness campaigns, we aim to foster a culture of empathy and accountability. These are the actions we’ll take.
Leading behaviour and policy change
The new Animal Welfare Evidence Centre will deepen understanding of the human and systemic factors that shape animal welfare. Its work will strengthen how we and others across the animal sector design, target and deliver interventions that make a lasting difference for animals.
The Centre will focus on three main goals.
- Improving sector effectiveness: Enhancing the ability of organisations across the animal welfare sector to understand, prevent and address cruelty and neglect, and to improve welfare outcomes.
- Understanding attitudes and behaviours: Researching public, media and political perspectives on animals to inform meaningful change in cultural norms and social attitudes around animal welfare.
Applying a systemic lens Exploring the interconnections between animal welfare, social issues and environmental sustainability, demonstrating that improving animal welfare contributes directly to wider societal and environmental wellbeing.
Through these goals, the Animal Welfare Evidence Centre will help create a stronger, more informed, and united movement for animals.