PETA never shies away from controversy to get its point across—an approach, which according to Slate, has even seen the organisation launch a porn site, in an effort to show that animals and humans share some body parts. And while the organisation's latest campaign does include POV camera angles, it isn't quite as salacious as what was done before.
Rather than featuring animal activists in the nude, the new campaign is showing University of California–Berkeley students what the world looks like from the perspective of a farm chicken.
The narrative is fed to campaign participants via a virtual reality headset that shows the chicken hanging out with its feathered mates in the field, clucking freely. But then, after this seemingly innocuous start, things take a turn for the worse as the chickens are rounded up and transported in cages to the slaughterhouse, where the viewer is forced to witness what becomes of farmed chickens at the end of their lives.