Groundbreaking ‘I, Chicken’ Virtual Reality Experience Flies Onto UMass Boston Campus

Simpsons Co-Creator's Project Lets Students Feel Like a Chicken About to Be Slaughtered

For Immediate Release:
September 29, 2014

Contact:
Sophia Charchuk 202-483-7382

Boston – If University of Massachusetts–Boston (UMass Boston) students knew what it felt like to be a chicken in a slaughterhouse, would they still choose a chicken sandwich at the dining hall? That’s what peta2, PETA’s youth division, aims to find out with the sophisticated “I, Chicken” virtual reality (VR) experience, which immerses participants in a world where they can flap their wings and make friends with other inquisitive, communicative chickens—that is, until they’re grabbed and sent to slaughter.

When:    Tuesday, September 30, 10 a.m.–3 p.m.

Where:   Campus Center, UMass Boston

UMass Boston is the next stop on the “I, Chicken” tour. Previous stops include the University of California–Berkeley—where one student described the experience of being in a slaughterhouse this way: “[Y]ou see all the dead bodies passing you by, it makes you feel uncomfortable.” And another student said, “[Chickens are] like humans. They feel pain.”

“I, Chicken” uses cutting-edge wireless VR goggles, motion capture cameras, and a powerful computer and was made possible by a grant from Simpsons co-creator and noted philanthropist Sam Simon. Simon and peta2—whose motto reads, in part, that “animals are not ours to eat”—aim to instill empathy for the 26 million chickens who are slaughtered for food every day in the U.S. alone. These birds’ throats are cut, and millions of still-conscious birds are scalded to death in defeathering tanks.

For more information, please visit peta2.com or click here.

For Media: Contact PETA's
Media Response Team.

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 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