Who We Are
Explore the story of WTF - our story, mission, and core values in building a kinder, fairer world for our fellow non-human animals.
We see a future where animals are no longer commodities but cherished individuals with legal rights and personal freedoms.
WTF was born from a bold vision to revolutionize animal rights activism through creativity and connection. Frustrated by the limitations of traditional advocacy methods in reaching non-vegans, WTF's founders envisioned a movement that would not only challenge perceptions but also empower individuals to take meaningful action for animals.
From the very beginning, WTF set out to be a catalyst for global change, building a connected community of passionate activists and leaders. By leveraging strategic campaigns, digital platforms, and grassroots efforts, WTF quickly established itself as a leading force in the movement. Today, the organization continues to evolve, driven by its mission to foster a more compassionate world through leadership development, community support, and creative, impactful advocacy.
THE THREE C’SWe’re on a mission to build a kinder world
At We The Free, our mission is fueled by passion and compassion. We believe in the power of compassion, community, and change (the three c’s) to make a difference.
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Compassion
We recognize that animals are sentient individuals and so we defend them through our actions and advocacy.
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Community
We focus on positive and inclusive community-building in order to create a resilient network of like-minded people.
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Change
We expose the animal agriculture industry to end farmed animal exploitation and cultivate a vegan world.
We welcome anyone who wishes to defend animals and shares our values of kindness, fairness, nonviolence, and respect toward others.
THE GUIDING PRINCIPLESOur core values
Our five core values are the compass guiding us towards a kinder, more just world.
All animals should be free
We denounce all uses of nonhuman animals and actively work to end their exploitation and all forms of violence against them.
We are proudly nonviolent
We exercise kindness, compassion, and nonviolence. We lead by example and effectively de-escalate conflict.
We encourage feedback
A sustainable and resilient community is built upon open communication. We welcome and embrace positive and constructive feedback.
We embrace growth
To better help the non-human animals we represent, we aim to grow as individuals, as a community, and as an organization.
We build inclusive communities
We’re dedicated to inclusivity and diversity. We are against all forms of discrimination, bullying and harassment. We are respectful and inclusive toward individuals of any race, gender, species, culture, age, sexual orientation, religious and political affiliation.
EMPATHY IN ACTIONThe platinum rule
At We The Free, community is at the heart of everything we do. Therefore, words and actions that support other team members' growth and wellbeing are welcome and encouraged. Words or actions that aim to hurt any member of the community are uncool. Most of us are likely familiar with The Golden Rule: treat others how you would like to be treated. We go by The Platinum Rule: treat others how they would like to be treated. Empathy, kindness, and open communication are key to respecting each other's feelings and perspectives.
Ready to make a difference?
Be part of our movement and be a voice for animals. Find a team near you, or apply to be an organizer and start your own!
Our commitment to community
We believe that when we are unbreakable as a team, we are unbeatable as a movement. That’s why we prioritize building strong and resilient activist communities.
Our commitment to leadership
At We The Free, we're rewriting the rules of leadership in the animal rights movement. Instead of a top-down approach, we're all about flipping the script and putting our amazing volunteers first.