The British Union for the Abolition of Vivisection has changed its name to that of its sister organisation Cruelty Free International to increase its reach and campaign against animals being used in laboratories around the world.
The move, which took effect yesterday, will be applied to both the organisation, which is a limited company, and the charitable arm, previously known as the BUAV Charitable Trust, which will become the Cruelty Free International Trust.
The rebrand, which was carried out in-house, is designed to show what the charity does more clearly and emphasise that the organisation not only focuses on domestic issues but also campaigns internationally.
The Cruelty Free International name already belonged to the organisation, having been established by Buav in 2012 to campaign for an end to the testing of cosmetics on animals around the world.
Michelle Thew, the chief executive of Cruelty Free International, said: "Our new name is clearer, simpler and more positive. We believe it will help us bring about a significant change in the number of people who support our movement, be they campaigners, shoppers, companies, donors or politicians. Our new name will strengthen us, not change us. It will enable us to build on the successes of the past and meet the challenges of the future."
A spokesman for the charity said that the options were reviewed with the board of trustees, staff and supporters.
"It was clear from early on that the name Cruelty Free International is well-liked and easily understood, and that the change would be widely supported," he said. "We are not a big organisation and cost efficiency is very important to us. Our name-change process was managed internally, and we were already using the Cruelty Free International name and logo for some campaigning work."
He said it was only the name of the organisation that would change and its work and vision would remain the same.
While both the limited company and the registered charity work closely together, their focus is on different areas. The charitable objectives are to research alternatives to animal experiments, to ensure laws controlling animal experiments are complied with and to educate people about animal experiments. The limited company carries out lobbying of governments, investigations, media activity and promoting cruelty-free products.
Buav was established in the UK in 1898 by the women’s rights campaigner and philanthropist Frances Power Cobbe.