Let’s make animal freedom a reality in the UK
Transforming research into strategies and narratives that can move culture, inspire action, and create change for our animal cousins.
Why We Exist
Across history, breakthroughs often came when movements aligned on shared narratives – from equality with Freedom to Marry to tobacco-free Truth campaigns. Research-backed frames, echoed by trained messengers, helped the public feel what was fair.
The animal freedom movement is ready for a similar breakthrough. Animal Think Tank is creating narrative tools that our movement can use: tested frames and messaging, communication resources, and training programs that can help campaigners across the ecosystem widen public support and inspire policy change.
What We Offer
Get in touch here.
Why Narrative?
Many public messages about animal freedom can trigger polarising reflexes. We help campaigners use research-backed frames that can make care and respect for other animals feel normal and right.
The way we communicate influences whether people open up or shut down. When messages centre what’s kind, reasonable and everyday, more people can see themselves in the story.
Our work helps the movement sound more consistent and credible across many voices, so supporters grow, media lands better, and decision-makers – from news editors to policymakers – hear a clear message.
Evidence-Based Support for Strategy & Messaging
Our Latest Research
From testing words and images to mapping audience journeys, we’re uncovering what helps people lean in rather than switch off.
These insights are already shaping campaigns across the movement – giving campaigners, NGOs, and cultural voices practical tools to shift the conversation and win change for our animal cousins.
Featured Content
Are we using language that makes animal exploitation sound normal?
Metaphors are more than just wording. They’re shortcuts that shape what feels normal, what seems possible … and what remains unthinkable. And they’re everywhere.
In our new Animal Think Tank blog, we look at everyday language like ‘livestock’, ‘raising animals’ and ‘game animals’ – and how it can normalise exploitation and harm.
In Their Words
What people in the movement are saying
“Animal Think Tank has published research that is absolutely groundbreaking. You all have established yourselves as a premiere resource for the movement, and I read everything you produce. Your work has offered a lot of value in terms of both strategy and messaging.”
Max Broad
DC Voters for Animals
Our Work
Animal Think Tank is currently focused on laying the foundations for a broad-based movement for animal freedom. Here you can explore our key areas of work.
Narrative Events
Why look at animals?
Jo-Anne McArthur & Zed Nelson
Thursday 11 December, 18:00-20:00 London
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