Reverse pay-per-view! 1 Favorite 

Since summer 2011, FARM’s activists have been paying people $1 each to watch a 4-minute video depicting the inherent cruelties of raising animals for food. This tactic, known as “pay-per-view,” has led 80% of participants to reduce meat consumption, sparing tens of thousands of animals from abuse and slaughter.

Now we’re taking this to the next level: On May 5th, FARM kicked off the 10 Billion Lives Tour, named in honor of the 10 billion land animals killed for food each year in the U.S. Our specially-designed vehicle includes 8 touch-screens, 32 headphones, and access to all 40 dates of the popular Van’s Warped Tour rock concert series.

The ribbon-cutting event in Portland, OR featured acclaimed author Melanie Joy. With stops at college campuses, street fairs, and rock concerts across the U.S. and Canada, we expect to reach 100,000 people in the first year!

Watch the coverage of the event in Sacramento featured on News10: