San Diego, California
Systemic change for animals
starts here.
We’re a San Diego group fighting animal exploitation with grassroots campaigns — and sharing what works so others can do the same anywhere.
What we do and why
We started in San Diego in 2024 with a simple belief: small, focused groups can win real change for animals when they work strategically and together.
We work where decisions get made — building relationships with stakeholders, decision-makers, and allied organizations, and bringing community support to bear where it counts. Our campaigns have moved corporate policy, city ordinances, and ballot initiatives, on issues from rodeo cruelty to plant-based menu pricing.
When something works, we share it. We document our campaigns and build tools — like the Action for Animals app — so other grassroots groups can adapt what we’ve learned without starting from scratch.
We’re still figuring things out as we go. But we believe low-cost, replicable models are one of the best ways small groups can have an outsized impact for animals.
Our approach
Strategic by design
Every campaign begins with a theory of change: who makes the decision, what moves them, what a win looks like, and how we get there with the resources we have.
Relationships and pressure
We work with decision-makers where we can, and organize public pressure where we must. We build relationships with stakeholders and allied organizations — and bring community support behind clear asks.
Grassroots credibility
We're San Diegans working with San Diegans. Our campaigns draw on local relationships and local urgency. That rootedness makes our asks harder to dismiss.
Evidence and conviction
We lead with data, research, and policy expertise — meeting decision-makers on their terms — without losing sight of the animals at the heart of every campaign.
Get in touch
Questions about our campaigns, the Action for Animals app, or replicating our model in your city? We’d love to hear from you.
Email ushellosxfa@gmail.com
Based in San Diego, California. Campaigns here; models for everywhere.