Media Alert: Innovative ‘I, Chicken’ Virtual Reality Experience to Cause a Flap in Louisville

PETA's High-Tech Project Will Let Louisville's Lunchtime Crowd See, Hear, and Feel What It's Like to Be a Bird Facing Trouble

For Immediate Release:
July 9, 2015

Moira Colley 202-483-7382

Louisville, Ky. – Kentucky is one of the top chicken-producing states in the U.S.—but have residents ever considered what it feels like to be a chicken? Well, they’ll have the opportunity to find out firsthand on Friday, when PETA—whose motto reads, in part, that “animals are not ours to eat”—will set up its innovative “I, Chicken” wireless Google virtual reality (VR) experience in Louisville.

Where:           411 S. Fourth Street, Louisville

When:             Friday, July 10, 12 p.m.

“I, Chicken” uses the most cutting-edge VR hardware available to immerse participants in a world where they can flap their wings, communicate with other chickens, and engage in other natural chicken behavior. But as participants soon learn, life for the 26 million chickens slaughtered every day isn’t a walk in the park.

“PETA’s ‘I, Chicken’ shows people firsthand that each chicken is an individual who feels pain and fear and doesn’t want to die,” says PETA Executive Vice President Tracy Reiman. “Once people really understand who chickens are, they’ll be more likely to choose healthy, humane vegan meals instead.”

For more information, please visit

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