Cruelty Free International is one of the world’s oldest animal protection organisations, working to end animal experiments worldwide. The PHA Group has been appointed to manage its PR strategy in the UK.

The PHA Group, has been tasked with supporting Cruelty Free International’s mission to champion progressive, humane scientific research and achieve a meaningful shift in how animal testing is perceived through widespread national media engagement.

Despite the existence of humane, effective alternatives, 192m animals – including dogs, monkeys and mice – suffer and die each year in the name of human health. Many experience severe suffering. Yet 90% of drugs go on to fail in human trials despite having successfully passed the preclinical stages including several animal tests.

Cruelty Free International is frequently called upon by governments, media, corporations and official bodies for advice and expert opinion. Its team of experts focuses on campaigning, political lobbying, scientific and legal expertise and corporate responsibility.

The PHA Group’s award-winning third sector, strategic communications and public affairs teams were appointed to implement and manage Cruelty Free International’s UK communications strategy because of the teams' work across the third sector, health, environmental and sustainability and public affairs.

Kerry Postlewhite, director of public affairs at Cruelty Free International says, “We are excited to be working with the PHA Group who will be propelling our core mission of educating, challenging and inspiring others across the globe to respect and protect animals. By further enhancing Cruelty Free International’s profile and share of voice in the UK media, we can better expose the reality of life for animals in laboratories, challenge decision-makers to make a positive difference for animals, and champion better science and cruelty free living.”