Delhi, 18thApril 2017: Technology is moving at an unprecedented rate today. To utilize the advancement in science, FIAPO launched Virtual Reality to the animal rights realm recently to expose the reality of the dairy industry. Through this innovative means of outreach in 7 cities across India, FIAPO was able to spread awareness on the lives of millions of suppressed dairy animals.
The reality of the dairy industry is not a happy cow giving away her milk for human consumption. It is the opposite of that- practices such as Khal Bachcha- stuffed head of a dead calf; Oxytocin injections- to increase milk production and stimulate let down once the calf is dead; Artificial Insemination- unnatural impregnation of cattle by untrained staff, without anesthesia;are only few of the atrocities of the dairy industry. Once the cow or buffalo ‘dries up’, she is either abandoned or sent for slaughter or spends the rest of her life in a Gaushala with hundreds of other used and abused animals
On 12th April 2017, 27 cities across India came together to celebrate the 4th Day of Living Free, which is the anniversary for the #LivingFree Movement in India. To sensitize people to the cruelties behind dairy, activists across India conducted outreach by means of VR in Delhi, Hyderabad, Chennai, Pune, Mumbai, Lucknow and Bangalore. With the launch of Virtual Reality in outreach, FIAPO strives to educate people of the atrocities towards dairy animals in tabelas and commercial dairies. By showing people the unseen cruelty by means of an impactful experience, the probability of consumers choosing plant-based alternatives increases manifold.
The aim of the #DontGetMilked campaign is to help people make informed choices about the food that they eat, as well as the medical and ethical benefits of a cruelty-free, plant-based diet.
“The disconnect that people have from their food is increasing at an alarming rate – people are largely unaware of what’s inside their food, not to mention the unspeakable horrors that animals undergo to land up on someone’s plate. Through Virtual reality, we aim to provide a more immersive experience to the consumers, about the horrors of commercial dairies and tabelas.” said Varda Mehrotra, Director, FIAPO.
The campaign aims to expose the not so healthy side of consuming dairy, and puncture the bubble which the dairy industry has so fondly gifted to its consumers.
Date : 18 Apr 2017