peta2 to Bring Innovative ‘I, Chicken’ Virtual Reality Experience to the University of Utah

New High-Tech Project Will Let Students See, Hear, and Feel What It's Like to Be a Small Bird Facing Trouble

For Immediate Release:
September 15, 2014

Contact:
Sophia Charchuk 202-483-7382

Salt Lake City – Most students at the University of Utah have probably never considered what it feels like to be a chicken, so peta2—PETA’s youth division—is bringing the innovative, high-tech “I, Chicken” to the school’s campus. “I, Chicken” couples the most cutting-edge virtual reality (VR) hardware available—including wireless VR goggles, motion capture cameras, and a powerful computer—with guidance from leading VR psychologists in order to immerse participants in a world where they can flap their wings, communicate with other chickens, take dust baths, 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. This project was made possible by a grant fromSimpsons co-creator and noted philanthropist Sam Simon.

When:   Monday, September 15, and Tuesday, September 16, 10 a.m.–3 p.m.

Where:  East Ballroom in the Student Union, University of Utah, Salt Lake City

“Like all of us, chickens are thinking, feeling beings who want nothing more than to spend their days in peace with their families,” says peta2 Director Marta Holmberg. “Studies suggest that by allowing students to become a virtual chicken for just a matter of minutes, peta2’s ‘I, Chicken’ experience will catalyze many to stop eating chickens.”

Chickens are inquisitive and interesting animals with complex social structures, adept communication skills, and distinct personalities. On factory farms, chickens are crammed into filthy sheds and bred to grow such unnaturally large upper bodies that their legs often become crippled under the weight. At slaughterhouses, their 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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“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

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