About

OneKind, formerly Advocates for Animals, is a UK-based animal charity that is behind the most radical reinvention of the animal movement in the last century. We are creating a paradigm shift in how animal welfare and protection is perceived and delivered. Our intention is to create a movement of people who live an animal-friendly lifestyle as the mainstream; in the same way that green living and recycling or Fairtrade are now mainstream lifestyle choices for millions of people.

Research by OneKind has shown that 87 per cent of the UK public believe we are still a nation of animal lovers, and over half (58%) of the same respondents also thinks that maltreatment of animals is on the rise. Clearly, while the majority of people love and respect animals; it seems that many of us are not considerate of this in our day to day lives, and that we have lost our instinctive, natural connection with animals.

For this reason, traditional campaigning is no longer enough. If we really want to reconnect human kind and animal kind we need people to recognise that animals think and feel just like we do and this means the same love, joy, pain and fear. Only when each of us recognises this will the maltreatment of animals come to an end; creating a more compassionate world for our children and ourselves.

In order to deliver this change we have developed five distinct programmes of activity, which take in Lifelong Learning; Advancing Knowledge; Policy & Legislation; Movement Building and Lifestyles & Behaviours.

Lifelong Learning

We are delivering educational materials and programmes that are easily accessible by people of all ages; engaging with young people who have a natural affinity with animals and encouraging them to maintain this as they get older.

Advancing Knowledge

We are working with leading individuals in academia and science to advance our knowledge and understanding of animal behaviour and sentience; the ability of animals to think and feel just like us.

Policy & Legislation

We are campaigning for positive legislation in the UK and beyond; ensuring good practice and compliance with existing laws and using a mixture of field work and research to expose the mistreatment of animals.

Lifestyle and Behaviours

The first step in influencing here has been our “We’re not that different” adverts, in which several celebrities including Paul O’Grady, Alesha Dixon, Benjamin Zephaniah and Johnny Vegas worked with us to create striking images that perfectly illustrated the ways animals and human beings share the same thoughts and feelings.

This helped us raise awareness of the fact that HumanKind and AnimalKind are really all OneKind. This website has been created as a valued resource that people can return to again and again for information, news, comment and to interact with other people who love animals as much as them. The website will also offer simple, practical hints and tips on animal-friendly living, encouraging people to reconsider how they shop, travel, eat and consume.

Community Support Development

Finally, through community support development we will build networks of supporters, volunteers and champions using a mixture of online social media and offline fundraising and awareness-raising. By sharing this collective wisdom we can create a positive groundswell of support for animal-friendly living.

As a OneKind supporter we want you to know you are an integral part of this positive movement; by supporting our work through your donations and by visiting our website and making positive changes to live an animal-friendly lifestyle you are playing a vital part in creating a caring and more considerate OneKind world.

HumanKind and AnimalKind – We’re not that different.