WHO WE ARE
SMAC and SMACC
what's the difference?
SMAC
The public-facing awareness campaign. While SMACC works behind the scenes, SMAC is the voice that speaks directly to the public. SMAC exists to make the scale of online animal cruelty impossible to ignore, and to give every person who cares about animals a clear way to act.
SMACC
In May 2020, members of the Asia for Animals Coalition came together to form SMACC, recognizing that organizations working alone weren't creating the change animals urgently needed. SMACC shines a light on the hidden world of online animal cruelty and works directly with social media platforms to cut off the availability, spread, and profitability of cruelty content.
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Launched 2025
This website is SMAC's public campaign
Founded May 2020
Working group of the Asia for Animals Coalition
About SMACC
Why the coalition formed
In May 2020, members of the Asia for Animals Coalition formed the Social Media Animal Cruelty Coalition (SMACC) to bring organizations together to understand, address, and end the proliferation of animal cruelty content on social media platforms.
SMACC aims to shine a light on the hidden world of animal cruelty content in all its forms, and to lead the way in ending it. SMACC seeks to collaborate with social media platforms to end the availability, spread, and profitability of cruelty content, and to ensure there are no benefits left to the creation or promotion of cruelty content.
The group was formed as a result of the many enquiries that Asia for Animals Coalition network organizations receive from the public about cruelty content, and the lack of significant progress from organizations working in silo to stop this issue.
What we do
We work across research, engagement, and advocacy to make animal cruelty unprofitable and impossible on social media.
SMACC's member organizations
SMACC brings together over 40 member organizations from around the world, each contributing expertise, reach, and commitment to ending online animal cruelty.
Trust & Safety Professional Association
SMACC Joins the Trust & Safety Professional Association (TSPA)
SMACC is a member of the TSPA, a global community of trust and safety practitioners. This strengthens our engagement with the trust and safety ecosystem and helps connect online animal cruelty more directly with conversations around digital harms and platform safety.
Financial contributors
