TRUSTEES' REPORT AND ACCOUNTS 2024
14
Our five priority areas
Our work to deliver our strategy falls into five priority areas (below). This report
highlights just some of our progress and the challenges we faced in each of
these areas in 2024. Please note, we refreshed these priority areas in 2024,
and are working to the refreshed priorities from 2025 (see right-hand column).
Rescue and care
We rescue and care for
animals in need
2024 priorities
• Focus resources on animals
suffering from cruelty and neglect
• Instantly help animals in trouble
by - where appropriate -
guiding callers to do what's
needed themselves
• Reach animals in need more
efficiently by working with
our Animal Rescue Volunteers
• Ensure better welfare outcomes
for animals by working
with partner organisations on
rehoming and release
• Treat more of our rescued animals
by transferring public work at our
Finsbury Park Hospital to PDSA
• Improve animal welfare by
funding the most effective
veterinary procedures
• Provide the best care for animals
in our wildlife centres through
investment, intake caps and
continuing avian flu precautions
• Ensure animals get the treatments
they need by using better data
Advocacy
We change attitudes,
behaviours and laws
2024 priorities
• End the live export of animals for
fattening or slaughter
• Continue conversations about
commodification of animals and
extreme breeding
• See fewer people choosing lower-
welfare foods in response to our
Eat less, eat better campaign
• Focus public debate on human
behaviour in relation to
companion and sport animals
• Drive up farmed animal welfare
standards, including campaigning
to end the use of fast-growing meat
chicken breeds
• Protection for exotic animals
kept as pets and for wildlife
through legislation
• Continue our high-level, positive
influence on the UK plan to phase
out lab animal use
Prevention
We inspire compassion and
kindness towards all animals
2024 priorities
• Prevent harm to animals by
pushing for every young person
to have impactful animal
welfare education
• Build future generations of
compassionate animal lovers,
through engaging education
resources developed with seven
other animal welfare charities
• Engage more children and young
people in advocacy and campaigns
• Work with Humberside Police
to develop a human behaviour
change programme for the new
cautioning and out-of-court
sentencing regime across England
TRUSTEES' REPORT AND ACCOUNTS 2024
14