In the 1870s, Melbourne was a growing metropolis. Animals were a visible part of daily life; however, they were also plagued by widespread abuses. This presentation explores how and why animal protection emerged in colonial Victoria in the 1870s. It discusses the intersection of morality, politics, and law, and the attempts to influence broader attitudes and behaviours. Animal protectionists were male, middle-class reformers, who did care about the inherent value of animals. Despite its religious origins, the ethos of animal protection was underpinned by secular values, not evangelical Christian doctrine. Animal protectionists pursued a path of humane education, "moral suasion", and law enforcement. With several politicians actively involved in animal protection, such as the young Alfred Deakin, law reform became an important area of work. However, due to a culture that was indifferent to the suffering of animals and the weaknesses of the legal system, among other things, advocates were severely limited in their ability to enforce anti-cruelty laws and engender animal protection values.