I, Chicken; lets you discover firsthand what it’s like to be a chicken—roosting in a tree, watching your flock, and socializing with other chickens. I Chicken helps people develop empathy for chickens, so that people can see them as individuals with interests, wants, and needs – not products.
Using innovative, virtual reality technology with the capacity to develop empathy in people, we’re asking people to take the perspective of a single chicken and literally see, hear, and feel what it’s like to be a chicken looking a frightening fate in the eye.
Without being graphic, I, Chicken effectively demonstrates that chickens are one of the most abused animals on the planet. Chickens’ legs and wings are broken as they’re hung upside down in metal shackles, their throats are cut often while fully conscious, and millions are scalded alive in defeathering tanks.
I, Chicken uses Google’s Cardboard viewer, headphones and a smartphone which may be the most viable way for virtual reality experiences to reach the masses. PETA’s focus is to reach as many people as possible with an empathy-building experience so consumers can see chickens as the thinking, feeling individuals that they are.