Charity turns to virtual reality to get its message across » Charity Digital News

Charity turns to virtual reality to get its message across

Animal Equality is the first animal protection group in the world to use virtual reality technology to transport people inside intensive chicken factory farms and slaughterhouses.

Viewers of the charity’s ground-breaking ‘iAnimal’ series are able to experience life – and death – through the eyes of the world’s most abused animals by using a virtual reality headset.

iAnimal uses cutting-edge virtual reality technology to give viewers an immersive look at the lifecycle of factory farmed animals from birth to death.

 

Latest project

Now, Animal Equality is taking the latest film in its ground-breaking ‘iAnimal’ series to 20 universities across Britain this term.

This latest project features footage filmed by 13 investigators in six countries including a chicken farm in Devon, UK, which was filmed in April 2016.

Dr Toni Shephard, UK Executive Director of Animal Equality, said: “Virtual reality opens up worlds that used to be hidden from us and there is nothing more secretive than the way animals are reared and killed for food. Animal Equality believes people have the right to know what happens in modern farms and slaughterhouses so that consumers can make informed decisions about the food they buy. Now, through our cutting-edge iAnimal project, we can open up these secretive worlds and allow everyone to experience first-hand how farmed animals live and die.”

Dr Shephard added: “In all of the countries we filmed in, and most of the western world, the majority of chickens killed for meat are intensively reared inside gigantic, filthy factory farm sheds where the air is thick with ammonia from the droppings of 50,000 birds – or more.”

The film is narrated by Amanda Abbington, star of Sherlock and Mr Selfridge. “This is so horrible, it’s just awful. How can you treat any living thing with such a lack of respect and disregard? People need to be aware, and they’re not.” said Abbington, who was moved to tears after experiencing iAnimal.

A film and interactive video can be viewed here.

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