About the 10 Billion Lives Tour
The 10 Billion Lives North American Tour kicked off in Portland, Oregon in early May, 2012 and operates year-round. Through a tactic called "pay-per-view," activists offer people $1 each to watch our 10 Billion Lives documentary – a 4 minute glimpse into the lives and deaths of farmed animals.
The vehicle is specially-equipped with 8 touch-screens and is able to host up to 32 simultaneous viewers. In its first year, the tour seeks to reach 100,000 people. Our surveys indicate that for every viewer we receive, over a dozen animals are spared a life of misery and pain.
Every viewer receives resources through FARM’s Live Vegan program; including free vegan recipes and periodic updates on the impact their choice to eat more vegan meals has made for animals and the environment.
Since 2011, Farm Animal Rights Movement has been working with grassroots activists across the U.S. and Canada to hold pay-per-view events, reaching over 11,000 people in less than one year.
After seeing the reactions from youth at summer concerts, and after upgrading our main set-up from laptops on a table to flat-screen monitors on a mobile cart, we realized the larger potential of the program. By traveling the country hitting college campuses, large festivals, and the Vans Warped Tour, we can reach 10's of thousands of young people each year.
We also operate a website at 10BillionLives.com, where viewers are offered a raffle entry to win free movie tickets in exchange for watching. The website has proven similarly effective to the tour, though lacks the after-viewing conversations that are so often important.
Over 80% of participants have committed to eating fewer animals products and more vegan foods. According to detailed follow-up surveys, over 60% of viewers have continued to eat fewer animals products one month later.
This translates to 12 to 16 fewer animals eaten per year for every single viewer reached – a level of success previously unheard of in the grassroots animal rights movement.
These results reflect a growing US trend towards concern for animals and a reduction in animal consumption. A 2003 Gallup poll demonstrates that 96% of Americans believe that animals deserve at least some legal consideration. A more recent Harris poll indicates that nearly 33% of Americans deliberately eat meat-free meals at least sometimes, with 5% being fully vegetarian. An even higher number of teens (7%) are vegetarian.
This momentum is in turn reducing the number of animals killed for food. While the numbers vary from year to year, the last decade has a seen a downward trend in animals killed for food.