iAnimal: Virtual Immersion Into the Reality of Factory Farming
By Dr Toni Shephard, Executive Director (UK), Animal Equality
Paul McCartney once famously said ‘If slaughterhouses had glass walls, we would all be vegetarians’… but of course they don’t, and most people remain unaware of the lives and deaths of animals raised for food. But now all that has changed with Animal Equality – a leading international animal protection charity – transporting people inside factory farms and slaughterhouses via virtual reality technology.
In 2016 we launched our iAnimal virtual reality project with the film ’Through the eyes of a pig’. It took 18 months to produce and features footage from inside pig farms in the UK, Germany and Italy as well as a slaughterhouse in Spain. In all of these countries, and most of the western world, the majority of pigs killed for meat are intensively reared inside barren, filthy factory farm sheds with breeding sows confined to tiny farrowing crates for weeks at a time when they give birth—a sight that moved Downton Abbey actor, Peter Egan to tears as he narrated the film.
“I have never seen anything as shocking as this in my life. It’s devastating, and completely inhumane. Virtual reality enabled me to experience, close up, for just a few minutes, the horror of the short lives of factory farmed animals, to see what they see, to get a real sense of how they live. It has shocked me deeply, and it has strengthened my resolve to help them.” – Peter Egan, Downton Abbey Actor
The practices that take place inside factory farms and slaughterhouses are deliberately kept hidden from the public. 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, sinister worlds and allow everyone to experience first hand how farmed animals live – and die.
Through the lenses of the virtual reality headset, viewers feel that they are inside the farm and slaughterhouse, trapped alongside all the other animals, and sharing their fate. You stand next to a mother pig while she gives birth for the sixth time to piglets who will soon be taken away from her. You experience the extreme confinement of the farrowing crates. You witness the daily suffering that takes place inside a pig farm. You are right there when they take their last breath.
Our second film, 42 Days, immerses viewers in the lives of the most abused animals on the planet – factory farmed chickens. From the crowding and suffering inside vast chicken sheds, to hanging on a conveyor as you approach the slaughterman’s knife, this powerful film puts viewers in the place of the chicken, allowing you to see life – and death – through their eyes. Amanda Abbington, star of Sherlock and Mr Selfridge, was so horrified when she narrated the film that she threw down a challenge – ‘You should watch this before you eat meat, because I don’t think you would eat it.’
Having personally filmed inside countless factory farms, I have always felt that if I could only take people there – into the farms – so they can see how animals are treated like mere machines, they would stop eating them. Virtual reality has now made this possible and we are bringing this experience to as many people as we can. It is changing, and saving, lives.
Over the past 14 months, we have toured the country with iAnimal, visiting university campuses and high streets where more than 30,000 people have dared to put on a VR headset and enter the world of farmed animals. iAnimal is also available to everyone on www.iAnimal.uk where you can watch the 360° film and take a virtual tour. Do you dare to watch it and see what the meat industry is hiding from you?
Join Toni for our Raindance VR Masterclass on Monday, May 22 to learn more about crafting VR experiences for social change and impact. Reserve your spot here
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