AnimalCycle, a brand of the True Volunteer Foundation (TVF), was set up to focus on the protection of animal welfare and to support rare and endangered life forms. This is done primarily through education.

The RSPCA reports that, every 25 seconds, someone somewhere in England and Wales dials their national cruelty and advice line. However, compassion for animals in many societies is regarded as abnormal behaviour; where animals are regarded as no more than commodities supplying food, transport or sport. It is reported that up to 100 million vertebrate animals worldwide are used annually in experiments (experiments on invertebrates are largely unregulated by law and not included in statistics). These animals live a shortened, highly unnatural routine, often in constant physical and psychological distress. Most animals are euthanised after having been used in an experiment.

TVF believes that political lobbying will also be a key element in this complex debate. AnimalCycle recognises that this is not an area where its expertise lies and therefore this will not be a focus for the charity.