Coming to a campus near you: peta2 is rolling out a new high-tech and innovative project that’ll allow students to experience firsthand what it’s like to be a chicken.

I, Chicken uses the most cutting-edge virtual reality (VR) hardware along 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 any of the 26 million chickens slaughtered every day isn’t a walk in the park.


Chickens are inquisitive and interesting animals with distinct personalities, keen communication skills, and complex social structures. On factory farms, they’re crammed by the tens of thousands into filthy sheds and are bred to grow such unnaturally large upper bodies that their legs often become crippled under their own weight. At the slaughterhouse, their throats are cut and millions of conscious birds are scalded to death in defeathering tanks.


Over the next year, peta2 will take the cutting-edge, three-minute I, Chicken experience to more than a hundred college campuses, where thousands of young people will discover firsthand what it’s like to be a chicken—seeing their reflection, socializing with other chickens, and enjoying a dust bath.

ichicken booth

The VR experience helps people develop empathy for chickens, who on factory farms aren’t seen as individuals with interests, wants, and needs but rather as producers of meat and eggs.

13. chicken feces

After the experience, students can participate in a taste test of vegan chicken salad and will receive peta2’s free Guide To Going Vegan. Want I, Chicken to come to YOUR school? E-mail [email protected]

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