Mission: to spread the beauty of animals, help people understand animals and promote the change of ideas, behaviors, policies and regulations.

Strategy: other funds use their advantages of being good at public communication to spread a wide range of animal protection topics to the public in a gentle, rational and cooperative way; Stimulate people's empathy for animals and let people spontaneously change the way they treat animals; So as to realize the change of animal protection concepts, behaviors, policies and regulations.