OneKind is a non-profit organization creating a future devoid of suffering by helping animals across the nation by campaigning on numerous issues surrounding their care, such as wild, farmed, companion and laboratory animals. The organization seeks to create change and improve overall animal welfare by influencing legislation, public policy and public opinion through the use of evidence-based advocacy and public engagement to inspire individuals to act and lobbying with decision-makers at every level of government for an increase in protections for animals.

OneKind also has many priorities with one in particular to eliminate outdated or inhumane practices. Currently, OneKind continues to advocate against multiple issues, such as the annual guga hunt, keeping wild animals as pets, using cages in intensive farming, displaying reindeer during the holiday season and the expansion of salmon farming until improvements are made regarding animal welfare improvement. Each of these campaigns draws from multiple sources of scientific research, policy recommendations, public awareness campaigns and engagement opportunities for supporters through various petitions, consultations and digital advocacy.

By addressing issues affecting multiple species and industries, OneKind seeks comprehensive improvements that reduce suffering while encouraging more compassionate relationships between people and animals.

OneKind's Advocacy Initiatives:

Campaign 1: End the guga hunt

OneKind’s effort to end the guga hunt on the remote island of Sula Sgeir is one of its top fundraising efforts to promote animal welfare. The guga hunt involves the harvest of young gannets (referred to as gugas within the local community) from Sula Sgeir on an annual basis. OneKind believes that this hunting method causes unnecessary suffering for the gugas and does not reflect modern views toward the welfare of animals. OneKind also believes that the method of guga-hunting is outdated and should no longer occur, and is currently working with the Scottish government to get the legal exception lifted that allows this method of hunting to continue.

There are several factors contributing to OneKind's concerns about the guga hunt. Young gannets are harvested through a leg trap mounted on the end of a long pole with a noose tied to the pole that captures a gannet, and the gannet is killed using blunt force trauma. As this method requires precision and force to break the gannet's neck, OneKind states that there is a possibility that the gannet may not be killed immediately, resulting in the gannet suffering additional time before dying.

OneKind has engaged in numerous advocacy activities including working with the League Against Cruel Sports on research, submitting evidence to Parliamentary Petition PE2202, meeting with senior NatureScot officials, writing letters to both NatureScot and the Scottish Government after the licenses were granted, and increasing public awareness through extensive media activity. OneKind has identified that current legislation limits NatureScot’s ability to deny a license due only on animal welfare grounds because decisions are made solely on the conservation status of gannet populations. Therefore, OneKind is campaigning to amend the Wildlife and Countryside Act 1981 with the goal of removing the clause that allows for the taking of Sula Sgeir gannets for human consumption.

Campaign 2: Take action

OneKind, along with its lobbying efforts, is working towards getting more people involved in animal welfare advocacy through their Take Action program. The organization believes that lobbying local officials and decision makers is a powerful way for individuals to influence new legislation and policy without having to go to demonstrations or other in-person activities.

The core component of the Take Action program is the OneKind Animal Advocate program, which provides individuals with a way to be digital advocates for the charity by completing simple online actions. Individuals who agree to participate in this initiative receive occasional emails that include simple, yet effective, tasks to support ongoing campaigns. Some examples of these tasks include signing petitions, writing letters, sending emails to Members of the Scottish Parliament and other decision makers, participating in public consultations, and sharing campaign messages on social media.

The OneKind Animal Advocate program was designed to provide all individuals with convenient access to animal advocacy opportunities so that they can participate in these advocacy activities no matter their location or previous experience in animal advocacy. Since the majority of the tasks can be completed in only a matter of minutes from home, this initiative will reduce the barriers to civic participation and help to create ongoing public support for improved animal welfare laws.

Campaign Publications and Guides

OneKind offers many different publications that are used to support their campaigns and provide evidence based recommendations to policymakers. These publications provide an evidence base using scientific evidence, legal analysis and practical policy examples, which creates a stronger argument for discussion on animal welfare reform within Scotland. The OneKind Manifesto 2026 is one of OneKind's flagship publications and provides an overview of key priorities for the horizon of the new Scottish Parliament.

The manifesto also identifies key areas where legislative or regulatory change could improve the welfare of animals, including wildlife protection, farmed animal welfare, companion animal welfare and the treatment of animals used in research. The manifesto serves as an advocacy tool and a guide for decision makers who want to improve animal welfare standards by providing clear, concise policy recommendations.

OneKind also produces issue-specific reports to support their various campaigns. Publications such as Animal Welfare and the Guga Hunt provide a detailed analysis of how current practices are being carried out, assess the welfare implications associated with current legal frameworks, and make practical recommendations to achieve better welfare outcomes for animals. These reports would be used in consultations, submissions to Parliament, discussions with the government, and increasing public awareness. All of OneKind's publications demonstrate are an example of their commitment to evidence based campaigning. By combining research with practical recommendations and public engagement, the organization seeks to influence legislation while equipping supporters, policymakers, and stakeholders with reliable information that can contribute to meaningful improvements in animal welfare.

Jason Rose – CEO

Jason Rose is the Chief Executive Officer of OneKind, bringing more than three decades of senior leadership experience in communications, public affairs, and strategic campaigning. He previously led the advocacy work for a national development body in the culture sector. Before that, he managed campaigns and political engagement teams at RSPB Scotland, and was Head of Media for the Scottish Greens in the Scottish Parliament. Jason has a lifelong passion for animals, having started his career as a radio journalist, covering wildlife and farming issues. In recent years he has chaired a community campaign to protect the internationally important Musselburgh Lagoons wildlife habitat from development.

“OneKind's mission is to offer hope and empower a movement devoted to improving the lives of Scotland's animals.”