The online film The Meatrix, which was released in 2003, had the lowest awareness among the youth, but the highest impact on meat eating habits. Spoofing Hollywood’s “Matrix” trilogy, The Meatrix stars a mysterious trenchcoat-wearing bull, Moopheus, who offers young pig Leo a red tablet which opens his eyes to the “real world,” where agribusiness corporations are eradicating family farms and promoting intensive production methods. At the end of the movie, viewers are directed to an action page where they are encouraged to support sustainable food production.
While only 7 percent of all youth surveyed indicated having heard of or visiting the Meatrix Web site, more than three-quarters of those who are aware of The Meatrix have seen a video concerning animal care or meat consumption. Of those, nearly two-thirds indicated the Web site/video had impacted their meat eating habits.
“Checkoff Tracks Activist Groups’ Influence on Kids” published on the official Website of the National Pork Board.
