The RSPCA is 200 years old, founded in 1824 by a group of revolutionaries, including the anti-slavery campaigner William Wilberforce, determined to change the world. Our charity sparked an animal welfare movement that spread around the globe and has made the protection of animals an accepted and welcome part of our society. In short, we’ve changed lives – both for animals and people.

We were ahead of our time in recognising what needed to change in society, bringing communities, business and government with us. So when we launched our first brand in 50 years last week, with our For Every Kind campaign, it was no surprise that we were accused of being “wildly woke” by some of our longstanding critics.

But calling us woke is a distraction from the conversation that needs to be had. Animals are facing some of the biggest threats in our charity’s history, from climate change to intensive farming, loss of habitat to cost of living. We have to change to meet these huge challenges. Is calling for a kinder, more compassionate society towards animals really woke? If this is woke, surely the public must also be woke? We know that 69% of Britons call themselves animal lovers, and animal welfare is in the top three issues that they care about.

The message in our new brand and campaign is that we are for every kind of person and for every kind of animal – cats, dogs, pigs, chickens, hedgehogs, foxes, lizards, and yes, even snails. One topic that caused debate was the positioning on a spectrum of the suffering of creatures. This encompassed anything from swatting spiders and squashing snails, to deliberate cruelty, extreme breeding and intensive farming practices. The inclusion of farmed animals in particular provoked the most heated debate. We welcome this debate, whether people agree with us or not, because it highlights the real issue – animal welfare.

We won’t shy away from the fact that intensive farming is the biggest animal welfare issue facing this country, from the sheer size and extent of the suffering involved. Nearly one billion chickens are slaughtered for meat every year in this country. More than 90% are fast-growing breeds suffering horrific welfare in intensive farming systems. We campaign for people to eat fewer animal products, and when they do, to choose higher welfare. We’ve been vocal about wanting to end intensive farming and work with governments, industry and farmers to create a more compassionate system.

Our campaign is about bringing debate and understanding about the huge challenges facing animals and how we can all play our part. Branding us woke undermines the vital role in society that we play – and have done for 200 years – improving animals’ lives. We’re here proudly for every kind, and we know, from the reaction to our new brand, that many people are behind us. This may make us disappointingly mainstream, but it will be essential in helping us continue to achieve what we were set up to do – build a better world for every animal.

Chris Sherwood is chief executive of the RSPCA