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Cruelty Free International appoints The PHA Group

by | Feb 11, 2021

The PHA Group announced its appointment by Cruelty Free International to manage its PR strategy in the UK. One of the UK’s leading independent PR agencies, 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.

Cruelty Free International appoint The PHA GroupDespite the existence of humane, effective alternatives, 192 million 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.

In 2017, the UK conducted the highest number of animal experiments in Europe.

Despite overwhelming public demand for a reduction in animal research, and cruelty-free alternatives often being cheaper, quicker, and more effective, tests because of regulatory inertia, lack of investment and resistance to change.

Widely regarded as an authority on animal testing issues, Cruelty Free International is frequently called upon by governments, media, corporations and official bodies for advice and expert opinion. Their dedicated team are experts in their fields, combining award-winning 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 after they impressed them with their unique credentials spanning across third sector, health, environmental and sustainability and public affairs.

Kerry Postlewhite, Director of Public Affairs at Cruelty Free International said: “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.”

Neil McLeod, Director of Strategic Communications at The PHA Group, commented: “We’re thrilled to be working with Cruelty Free International. With their vast knowledge of animal testing matters alongside an inspiring dedication to the protection of animals globally, it is an important story to tell in the UK media. Our goal is to fully support Cruelty Free International in triggering significant, positive change in this space.”

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