The Humane Society of the United States and Humane Society International have announced a rebranding initiative, consolidating under the name Humane World for Animals. The change, which takes effect immediately, is intended to better reflect the organization’s global presence and broad mission to combat animal cruelty.
“This important next step ensures our global mission and vision for animals are clearly understood”
The organization, founded in 1954, has operated under multiple names, including the Humane Society of the United States, Humane Society International (which now works in 50 countries), and the Humane Society Legislative Fund. Under the new branding, the latter will now be known as the Humane World Action Fund. The group’s work spans public policy, corporate engagement, direct care, and advocacy against practices such as factory farming, animal testing, trophy hunting, and the fur trade.
“Since our founding in 1954, we’ve continued to expand our work to serve animals and maximize our impact. This important next step ensures our global mission and vision for animals are clearly understood,” said Kitty Block, president and CEO of Humane World for Animals.
New advertising campaign featuring Sia
To introduce its new identity, Humane World for Animals is launching a global advertising campaign centered around a television commercial that imagines a world without animal cruelty. The ad is set to a newly recorded cover of Peter Gabriel’s Solsbury Hill, performed by Grammy-nominated artist Sia. Her version, titled Solsbury Hill (Humane World for Animals Cover), is available for streaming, with proceeds benefiting the organization.
Sia commented on her involvement, saying, “As someone who grew up feeling like she didn’t have a voice, I’ve always felt a deep connection to animals and have a strong passion for advocating on their behalf, since they can’t speak for themselves.”
Peter Gabriel also expressed support, stating, “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.”
Expanded outreach and rebranding strategy
In addition to the name change, Humane World for Animals is introducing a new shared logo and an integrated marketing campaign developed by FlyteVu. The campaign includes high-visibility billboards in Australia, Canada, India, New York City, and the U.K., as well as television, streaming, and digital advertisements. Support from influencers and celebrities is also part of the effort to reach a wider audience.
The rebranding effort was developed with strategic counsel from global brand consultancy Lippincott, which assisted in refining the new name, logo, and brand positioning.
Alison Corcoran, chief development and marketing officer, explained that while the name and branding have changed, the organization’s core mission remains the same. She stated, “With this evolved brand will come the ability to express a clear, compelling, and comprehensive view that grows support, attracts a new generation of advocates, and connects with more partners to make a bigger difference for animals around the world.”
