Animal charity Humane Society International UK has rebranded to Humane World for Animals in a bid to clarify and strengthen its global mission to combat animal cruelty. The rebranding, which took effect today, reflects the organisation’s broadened scope and renewed commitment to protecting all animals, both in the UK and internationally.
For over 30 years, the charity has worked tirelessly to tackle the root causes of animal suffering, from the fur trade and factory farming to illegal wildlife trade and animal testing. Now, with a fresh identity, Humane World for Animals is aiming to make its work even clearer and more impactful as it continues to unite its international branches under a single, cohesive global brand.
“Since our founding, we’ve constantly evolved to maximize our impact for animals across the world,” said Kitty Block, President and CEO of Humane World for Animals. “This next step in our journey reflects our global mission and bold work to end animal cruelty. It’s a visual shift that brings together our shared vision and strategy, strengthening the message of our organisation.”
The charity operates in over 50 countries, advocating for animal protection initiatives including campaigns for banning the fur trade, prohibiting trophy hunting imports, and promoting plant-based eating as alternatives to factory farming. In the UK, Humane World for Animals has been pushing for legislative changes, such as an end to intensive caging for farmed animals and a ban on hunting trophies.
Claire Bass, Senior Director of Campaigns and Public Affairs at Humane World for Animals UK, explained: “While our name and branding are changing, our commitment to end animal cruelty remains unchanged. This rebrand is designed to inspire our current supporters and attract a new generation of animal advocates, helping us push for a more compassionate world.”
To mark the rebranding, Humane World for Animals has released a striking global TV ad set to a new version of Peter Gabriel’s classic “Solsbury Hill,” recorded by pop superstar Sia. The ad, which envisions a world free from animal cruelty, is designed to resonate emotionally with viewers and highlight the charity’s mission.
Sia, who contributed to the project, said: “I’ve always had a deep connection with animals and a passion for speaking up for them. I’m honoured to be part of this campaign that aims to make a difference for the animals we love.”
In addition to the ad, Humane World for Animals has launched a wide-reaching marketing campaign across multiple channels. The campaign includes high-visibility billboards in locations like the London Underground, TV and radio spots, and social media outreach with the support of influencers and celebrities.
The rebrand was officially launched at a Parliamentary reception held at the House of Commons, attended by public figures, corporate supporters, and animal advocates. TV personality Pete Wicks, who has worked alongside the charity to investigate the fur industry and rescue dogs from South Korea’s dog meat trade, spoke passionately about his experiences with the organisation.
“I’ve seen firsthand the amazing work Humane World for Animals does,” Wicks said. “I’m proud to support them in their fight to protect animals from cruelty.”
Humane World for Animals’ new look and branding are part of a broader effort to connect with a global audience and strengthen its ongoing efforts to end animal suffering. With this fresh new identity, the charity hopes to inspire further support for its cause, helping to create a more compassionate world for animals everywhere.