SAFE is New Zealand’s premier animal rights charity, dedicated to ending the exploitation of animals in Aotearoa. Established in 1932, SAFE has become the leading voice for animal advocacy, pushing for significant legislative changes that enhance animal welfare. Their mission encompasses a broad array of initiatives, including campaigning against cruelty in farms, entertainment, and the clothing industries, while providing educational resources through their "Animals & Us" program.

SAFE engages the community with various activities such as the Plant-Based Challenge and a commitment to vegan advocacy, promoting compassionate living and ethical choices. They also work closely with youth through dedicated programs, encouraging a new generation of advocates. As a charity reliant on public support, SAFE encourages individuals to participate through donations, memberships, and volunteer opportunities. Their vision is a future where animal rights are fully recognized and respected, making strides daily toward a kinder Aotearoa where all animals are valued.