The goal of The Kendall Project is to discourage the presentation of great apes in unnatural settings and their use in entertainment and advertising by advocating the following:
I. Educating people about great ape biology, husbandry, and their status in the wild, emphasizing the connection between people and great apes.
II. Providing the public with information about the misuse of apes as "props" in the entertainment business, including information about specific individuals who were once a part of thei ndustry and how it has affected their lives.
III. Raising funds for other organizations working to promote the welfare of apes used in the entertainment industry, particularly organizations that can provide appropriate housing and social groupings for "retired" entertainment apes.