MONTREAL (Feb. 14, 2025)—Animal charity Humane Society International Canada today announced its rebrand to Humane World for Animals to establish clarity in its mission to create lasting change for animals in Canada and around the world. The change takes effect today and underscores the organization's global impact while highlighting its commitment to all animals.
For more than 30 years globally, Humane World for Animals—formerly called Humane Society International—has worked to tackle the root causes of animal cruelty and suffering. Today, to convey the organization’s scope and bold work to end animal cruelty, it is uniting its international entities under one new name and logo that communicates its global, all-animal focus.
"Since our founding, we’ve continued to adapt to maximize our impact for animals around the world,” says Kitty Block, president and CEO of Humane World for Animals. “This important next step in our historical journey ensures our global mission and bold work are clearly understood. As our teams around the world work more closely together, uniting under one global brand now reflects our shared vision and strategy.”
Humane World for Animals has projects in more than 50 countries around the world to tackle animal cruelty including the fur trade, the dog and cat meat trades, factory farming, commercial whaling, trophy hunting and the illegal wildlife trade, animal testing and puppy farming.
Rebecca Aldworth, executive director of Humane World for Animals Canada, says: “I’m very proud of the historic reforms for animals achieved by our organization in Canada. We’ve advanced some of the most crucial animal protection policies in Canadian history, while rescuing thousands of animals from the worst situations of cruelty and neglect. We’re thrilled to unveil our rebrand as we look ahead to our future protecting animals in Canada and around the world. While our look may have evolved, our mission remains steadfast: to end animal cruelty and create a more compassionate world for all animals.”
Over the years, HSI/Canada has driven significant victories for animals, including federal prohibitions on shark finning and trade, captivity of cetaceans for entertainment, trade in elephant ivory and rhino horn, cosmetic animal testing and trade and the use of strychnine to poison animals. HSI/Canada also achieved national commitments to phase out pig gestation crates, battery cages used for hens in the egg industry, and veal crates, along with chemical toxicity testing on animals. HSI/Canada’s care and rehabilitation centre has rescued and rehabilitated thousands of dogs, cats and other animals from situations of severe abuse and neglect, while the Northern Dogs program has provided free sterilizations, vaccinations and emergency veterinary services for thousands of dogs in remote Indigenous communities without access to veterinary care. The landmark Forward Food program has helped food distributors transition millions of meals to humane and sustainable plant-based options.
To officially launch the rebrand, Humane World for Animals will debut a powerful global TV ad envisioning a future without animal cruelty. Set to a newly created, never-before-heard rendition of Peter Gabriel’s iconic 1977 hit “Solsbury Hill” recorded by pop superstar Sia, the ad brings the organization's mission to life. Viewers in Canada can watch the ad on YouTube and Sia’s version of the song is available for streaming, with her proceeds supporting Humane World for Animals.
“As someone who grew up feeling like she didn’t have a voice, I've always felt a deep connection to animals and have developed a strong passion for advocating on their behalf, since they can't speak for themselves,” says Sia. “I’m honored to be a part of this project with Humane World for Animals, as they work to make a greater impact for the animals we love.”
“If we want to leave a habitable world for our grandchildren and their own kids, we have to change our relationship with the natural world and with all the wonderful creatures we share it with,” says Peter Gabriel. “I am delighted that Solsbury Hill has been chosen for the Humane World for Animals campaign and hope it may be useful in helping to continue to build a platform of respect, care, and compassion for all sentient beings.”
The emotionally charged, narrative-driven TV ad, created in partnership with Emmy-winning, Oscar and Grammy-nominated global creative studio Nexus Studios and director Johnny Kelly, uses innovative stop-motion techniques with handmade puppets, cruelty-free materials and animal-friendly sets. The video highlights the bold vision that drives Humane World for Animals' work—animals freed from suffering, experiencing love, protection and a brighter future. Each of the five animal stories featured in the ad carries profound meaning, showcasing the impact of the organization's global efforts to end animal cruelty.
Nexus Studios’ Johnny Kelly said, “Summoned by the clarion call of animal welfare and adorable miniature stop-motion puppets, we were able to amass an incredibly talented crew and create a unique hybrid approach incorporating LED screens. It was an experiment — but Nexus have a knack for jamming traditional techniques and high-end technology together so you get the best of both worlds—and in this instance it allowed us to dream big with our ambitions and storytelling. To tell stories that hint at the incredible work Humane World for Animals carries out around the globe.”
As part of the rebrand, Humane World for Animals has deployed an integrated marketing campaign, managed and executed by entertainment marketing agency FlyteVu. This includes high-visibility billboards at Toronto’s Union Station as well at sites in Australia, India, New York City and the U.K; TV, streaming as well as audio ads; and a social/digital campaign spanning global reach with support from celebrities and influencers. Strategic counsel was provided by global creative consultancy Lippincott in developing the new name, logo, and brand positioning.
To launch the rebrand in Canada, Humane World for Animals will hold a cocktail reception in Montreal attended by public, political and corporate supporters, hosted by Ray Lalonde—beloved RDS/TSN sports analyst and former NBA/NHL executive.
Watch the ad spot and a behind-the-scenes look into its creation. See Humane World for Animals in action. Stream Sia’s “Solsbury Hill (Humane World for Animals Cover).”
#
- Download photos/video HERE of our global work
About Humane World for Animals
Together, we tackle the root causes of animal cruelty and suffering to create permanent change. With millions of supporters and work happening in over 50 countries, Humane World for Animals—formerly called Humane Society International—addresses the most deeply entrenched forms of animal cruelty and suffering. As the leading voice in the animal protection space, we work to end the cruelest practices, care for animals in crisis and build a stronger animal protection movement. Driving toward the greatest global impact, we aim to achieve the vision behind our name: a more humane world.
humaneworld.org
- Dominique Davidson
