This article shares the story of Connor, a young person who watched the 3-minute movie challenge and, through a compassionate conversation, decided to make powerful changes for animals. His experience reflects thousands of similar moments made possible through the work of We The Free and the support of our community. It also offers a transparent update on what we achieved together in 2025, the challenges ahead, and why closing our current funding gap is essential for reaching even more people in 2026. With a rare opportunity to have donations quadrupled, this article outlines both the urgency and the impact of giving right now.

James Hattersley explains how WTF grew from an all-volunteer passion project into a funded organization, and how that shift brought both relief and discomfort. As the work expanded, paying a small team became necessary to sustain the impact, but many team members initially struggled with shame or imposter syndrome around being paid in a movement built on sacrifice. The article argues that while money feels uncomfortable to talk about, it’s essential for long-term effectiveness. The movement is severely underfunded, overly reliant on a handful of wealthy donors, and vulnerable as a result. WTF calls for building grassroots financial independence, improving transparency, and treating sustainability as part of the work of creating a lasting, powerful movement.

This article shares We The Free’s origin story—from the early excitement of street outreach to the tough realization that many activists were burning out, facing hostility, and struggling within fragmented groups. A major global survey confirmed these problems and inspired a small team to build what the movement was missing: community support, effective training, and data-driven strategy. Despite early challenges that nearly stopped the project before it began, WTF pushed forward under renewed leadership and officially launched in 2021. Today, it has grown into a global network empowering thousands of activists to create meaningful change for animals.

This article explains We The Free’s theory of change: how creating vegans leads to systemic transformation, and why building a healthy, united movement is essential for lasting impact. Drawing on research in social movements and behavior change, it outlines the strategies, assumptions, and evidence behind our approach to dismantling animal exploitation and advancing a compassionate, plant-based future

We The Free’s Constellation Model of Leadership describes how volunteers, organizers, and the support team work together as an interconnected constellation. The model emphasizes local autonomy, shared responsibility, and community care, creating a structure that supports safety, consistency, and long-term growth.

Burnout is a common challenge for activists, causing emotional, psychological, and physical exhaustion. Recognising signs like constant fatigue, cynicism, and feeling ineffective is crucial. To combat burnout, celebrate small wins, journal regularly to process emotions, seek support from peers or professional help, and remember why you started your activism. Balancing self-care with activism ensures long-term sustainability and effectiveness in the movement.

Looking to promote animal rights in your daily life but don't know where to start? You’re not alone. The good news is - you can make a significant impact through small, simple actions seamlessly integrated into your daily routine. From supporting cruelty-free brands to utilising social media and leading by example, this post outlines six easy ways to champion animal rights every day without any of the stress. Read on to discover how these small changes can drive real, positive change.

The movement needs more people who are “gritty” when it comes to helping animals, meaning they (1) stick to projects for longer (usually meaning years), and (2) persevere through difficulties to keep making progress. You always have the ability to grow and develop, and believing in your ability to improve is important. Talent counts, but “effort counts twice.” To become better, invest more effort (especially targeted deliberate practice). Early exploration is important for finding better options. Don’t commit to something right away just to commit; spend at least some time exploring your choices first. Social support is one of the most important aspects of sticking with something. If you want to be gritty, join a gritty culture. If you want to be an animal advocate, it’s much easier if you are connected to other animal advocates.