As the founder of the Animal Welfare Investigations Project (AWIP), Jacob Lloyd has dedicated his life to protecting animals and advocating for their welfare on a global scale. From his upbringing in Sussex, where a childhood bond with his loyal dog Blondie first sparked his love for animals, to leading innovative investigations that combat cruelty and exploitation, Jacob’s story is one of unwavering commitment. This profile delves into the milestones, challenges, and triumphs that define his mission to create a kinder world for animals.
Growing up in a seaside town in Sussex, famed for its stunning UK coastline and natural beauty, Jacob Lloyd’s deep connection to animals began at an early age.
One of Jacob’s fondest childhood memories revolves around Blondie, his loyal canine companion. From roaming expansive green fields to sharing quiet moments at home, Blondie’s companionship taught Jacob the profound value of empathy and respect for animals.
A Teenager’s Commitment to Animal Advocacy
As a teenager, Jacob’s passion for animals evolved into activism. He joined efforts to monitor fox hunts, document cases of animal cruelty, and participate in protests, laying the foundation for his lifelong dedication to animal welfare.
These experiences fuelled his determination to fight for animals on a larger scale. Yet Jacob soon realised that real change would require more than passion—it demanded strategy, innovation, and relentless dedication.
Founding the Animal Welfare Investigations Project (AWIP)
At just 18 years old, Jacob Lloyd entered the world of investigations, focusing on covert operations. Recognising a critical gap in professionalism within animal welfare investigations, Jacob founded the Animal Welfare Investigations Project (AWIP) in 2021.
Initially conceived as a private investigation consultancy funding animal cruelty investigations, AWIP soon evolved into a dedicated organisation. The project combined cutting-edge open-source intelligence (OSINT) with covert investigative expertise to tackle animal cruelty in unprecedented ways. By collaborating with the OSINT and ethical hacking communities, Jacob introduced innovative tools and techniques to this vital cause.
Making a Global Impact with AWIP
Since its inception, AWIP has achieved incredible milestones in the fight against animal cruelty under Jacob Lloyd’s leadership.
Ukraine Crisis Response
In 2022, as conflict broke out in Ukraine, AWIP was one of the first organisations to act. Jacob personally drove from the UK to countries like Poland, Romania, and Ukraine, delivering essential supplies for animals caught in the crisis.
Through crowdfunding and grants, AWIP raised tens of thousands of pounds to support shelters and rescue operations, preventing their collapse during a time of desperate need.
Operation Sun: Combatting the Dog Meat Trade
AWIP partnered with local organisations in the Philippines to lead Operation Sun—a six-month investigation into the brutal dog meat trade. Jacob travelled to the Philippines to participate in rescue missions that saved multiple dogs and led to the arrest of several traders.
This initiative resulted in the rescue of 26 dogs and the conviction of eight individuals involved in the illegal trade.
Exposing the Illegal Puppy Trade
In collaboration with investigators in Poland, AWIP dismantled illegal puppy markets supplying Britain. Jacob’s efforts contributed to several criminal convictions and the rescue of countless puppies, ensuring their safety from exploitation.
Wildlife Trafficking and Slaughterhouse Investigations
Jacob Lloyd expanded AWIP’s focus to tackle wildlife trafficking. In 2023, AWIP joined forces with the Philippine National Police (PNP) to intercept wildlife smugglers. One operation alone saved 149 turtles, among other wildlife destined for illegal trade.
AWIP also played a significant role in shutting down slaughterhouses tied to the dog meat trade in the Philippines, with ongoing efforts to eliminate them entirely.
Building a Community of Advocates
Under Jacob’s leadership, AWIP has inspired over 111,875 supporters, united in their mission to protect animals. These advocates have:
- Signed petitions calling for stricter penalties for animal cruelty.
- Funded vital rescue operations through crowdfunding efforts.
- Backed campaigns such as the push for an Animal Offenders Register, which has gathered over 180,000 signatures.
The collective strength of this movement continues to amplify AWIP’s impact.
Personal Passions and Photography
When not immersed in AWIP’s work, Jacob enjoys wildlife photography and spending time with his beloved dogs and horses. These hobbies deepen his connection to animals and fuel his passion for their protection.
Facing Criticism with Determination
AWIP’s bold approach to animal advocacy has faced its share of criticism. However, Jacob Lloyd views this as a testament to the organisation’s effectiveness. AWIP’s independence allows it to remain firmly focused on one goal: prioritising the welfare of animals above all else.
A Vision for the Future
From his beginnings in Sussex to leading global investigations through the Animal Welfare Investigations Project, Jacob Lloyd’s journey is defined by perseverance, learning, and growth.
While challenges remain, Jacob and AWIP are steadfast in their mission to create a world where no animal suffers needlessly. Through innovation, collaboration, and unwavering dedication, Jacob Lloyd continues to drive meaningful change for animals worldwide.