Expose the emotional reality of factory-farmed animals by placing humans in their situation. If we feel trapped, we might change behaviour – so give commuters the sensation of confinement to spark empathy and action.

Install a live experiment in a public transit hub: commuters become the animals. Caged behind turnstiles in a subway station, they experience the panic, crowding and lack of freedom typical for billions of farm animals. Their reaction is documented and shared.

At Grand Central Terminal in New York City, a stunt cage was placed over turnstiles. Participants were filmed as they rushed to escape. The footage powered a digital film, linked to a campaign page where viewers could donate or learn about factory-farm conditions.