Our Founder Message
about animals and Noor Jehan

Message from the Founder

From an early age, I felt an unspoken bond with animals — an innate connection that words could never fully capture. But like many, I was swept into the corporate world, chasing stability and success. Over the years, I held senior leadership roles across various industries including FMCG, advertising, hospitality, military contracting, and textiles. I worked as a General Manager for a Norwegian-based company and as a Regional Head for a Danish firm, accumulating a wealth of experience along the way. Yet, despite the accomplishments, something always felt missing.

Then, fate introduced me to Noor Jehan — the elephant in captivity. Her suffering, along with that of so many other animals languishing behind bars, awakened something deep within me. It was more than empathy; it was a realization of purpose. I walked away from corporate life overnight — no plan, no safety net — only the belief that this was a cause worth dedicating my life to.

The beginning was not easy. The financial strain was real, and uncertainty loomed over every decision. But when Noor Jehan passed, something shifted. Her loss was not just a tragedy; it was a call to arms. It fueled a resilience I never knew I had — a determination to fight for every animal suffering in silence. And so, the I Am Noor Jehan movement was born: not just as a tribute, but as a force for change.

What started as a movement has now evolved into a structured foundation — one that integrates our mission, values, and objectives with an unshakable drive. But beyond strategies and action plans, at its heart, this is about something deeper: a soul’s voice calling us to do what is right. That is what sets us apart. We are not just another animal rights organization; we are a movement of compassion, justice, and action.

Today, I stand proud, carrying forward the spirit of Noor Jehan — not just in memory, but in action. And I say with conviction:

I Am Noor Jehan.

Jude Allen
Founder & Chief Matriarch
I Am Noor Jehan Foundation