Event organizers allowed 1–2 months preparation time to organize contacts and arrange volunteers and materials (VR headsets, brochures, cupcakes) for this event.
The video footage used in this VR experience highlighted life on a factory farm for dairy cows, and pigs and chickens raised for meat.
Participants were drawn in by a free vegan cupcake incentive and given a choice of footage by answering the following question: “Which animal do you consume the most – pig, cow, or chicken?”
Video footage ranged from 2 to 4 minutes on average, depending on which animal’s experience participants chose to watch.
How does iAnimal work?
Video footage is downloaded and played through a smartphone device. The smartphone is inserted into a VR headset, which gives users a 360-degree view of the footage. iAnimal participants are able to look around their environment as they move through the various parts of a factory farm, learning about the animals’ experiences and the processes used in factory farms.
Volunteers used just two VR headsets (given the turnout, several more would have been ideal!), taking turns to operate and guide participants through their iAnimal experience. Other volunteers engaged in discussions with those waiting to take part and with those who wished to find out more after watching the video footage. One or two volunteer(s) operated the cupcake stand and encouraged participants to take Animal Equality’s Love Veg pledge.