We are founded on the spirit of "Compassion in Action".  We are concerned for the suffering of animals and are doing something about it.

Core Values:
We are accountable - we tell it like it is, striving to communicate clearly and promptly with our constituency. 
We are rational - we are straightforward and factual; our arguments based on research and substantial facts.
We are culturally-attuned - we do not associate cruelty with certain cultures or attack nations or peoples.  
We work in partnership - we work via dialogue and we credit the contribution of organizations working with us. 
We are honest - we tell the truth and we won't raise money on issues where that money cannot be spent.
We are passionate -  we are fired by the conviction that animals matter.