May 14, 2012 11:22 PM GMT
In an effort to raise awareness of farm animal cruelty and encourage people to change their diets, Farm Animal Rights Movement (FARM) is trying out a new tactic: Offering people $1 to watch a four-minute slaughterhouse video.
“We know that Americans are compassionate people and if they know how animals are raised in our food system, they might make different choices,” said FARM spokeswoman Jeni Haines.
FARM started holding pay-per-view events in 2011 showing video footage on laptops, but is taking it to a new level by hitting the road with video compiled from undercover investigations of farms and slaughterhouses for its 10 Billion Lives Tour, in honor of the 10 billion animals that are raised and killed for food annually in the U.S. The tour kicked off off this month in Portland, Ore. with a vehicle that is equipped with eight touch screens and can accommodate up to 32 viewers at a time.
“The results speak for themselves – more than 80% of viewers commit to eating fewer animal products afterward, and over 60% maintain their pledge! In fact, through detailed follow-up surveys, we’ve determined that an average viewer eats 10 fewer animals per year after participating, meaning that if we reach 100,000 people in our first year, we’ll spare one million animals from a miserable life and a terrifying death,” according to FARM.
FARM will reportedly be hitting campuses, fairs and concerts throughout the U.S. and Canada to educate people about the suffering farm animals endure. For more info on upcoming tour dates and how to help, visit 10BillionTour.org.