Become a ‘Calf’ in PETA’s New Virtual Reality Experience

Learn to Relate to a Cow's Fate: Calves Kidnapped and Killed for Dairy 'Products' and Veal

For Immediate Release:
December 7, 2017

Audrey Shircliff 202-483-7382

PhoenixWhat:    People in Phoenix will soon be able to see—and feel—what it’s like to be a cow born on a dairy farm. Beginning on December 8, PETA will be in Phoenix with its new “I, Calf” virtual reality experience, which uses a combination of filmed footage and computer animation and is based on a true story. The viewer is placed “in the body” of a young calf whose mother secretly gave birth to twins and, remembering that farmers took her previous babies away, hid one of the newborns to protect him.

When:    Friday, December 8, 12 noon–1 p.m.

Where:    At the intersection of N. Central Avenue and W. Adams Street, Phoenix

“Every day, thousands of calves are traumatically torn away from their mothers so that the dairy industry can sell the milk that was intended for the calves,” says PETA Executive Vice President and mother Tracy Reiman. “PETA’s virtual reality experience gives a cow’s-eye view of the heartbreak behind every glass of cow’s milk.”

PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—notes that male calves in the dairy industry are killed for veal, while females are placed in the dairy herd, kept constantly pregnant, and used as milk machines until their bodies give out and they’re slaughtered for hamburger meat. While the consumption of cow’s milk has been linked to heart disease and prostate, breast, and ovarian cancer, milks made from soy, hemp, almonds, cashews, and other plant-based ingredients are free of harmful saturated animal fat and cholesterol.

For more information, please visit

For Media: Contact PETA's
Media Response Team.


Get PETA Updates

Stay up to date on the latest vegan trends and get breaking animal rights news delivered straight to your inbox!

By submitting this form, you are agreeing to our collection, storage, use, and disclosure of your personal info in accordance with our privacy policy as well as to receiving e-mails from us.

 Ingrid E. Newkirk

“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind