Our vision, mission and strategy
"This is about more than simply a respect for life.
It's about respect for the life experience."
Our vision:
is a world where all sentient animals in the care of people have a life experience that includes:
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being protected from cruelty ("negative states") and
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being provided with opportunities to experience comfort, interests and pleasure ("positive states").
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Our mission:
is to see animal welfare legislation:
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define sentience as "sentience means animals experience negative and positive [physical, mental, and emotional] states” and
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thereby add positive animal welfare law to the current duty of care which is currently limited to preventing cruelty.​​
​Our essence:
is that all animals should have a life enjoyed, not just endured.
"Less pain is not the same as more pleasure" so giving a good "quality of life" requires people to take responsibility for the animal's pain AND its life experience of pleasure
