When shoppers in a Frankfurt shopping center walked up to a curious vending machine called the “Egg Machine,” most thought they would be walking away with candy eggs. Instead they came face-to-face with a vending machine filled with live chickens.
The machine was the brainchild of NOAH, an animal rights organization and an advertising agency called Publicis Frankfurt.
The purpose of the clever scheme was to make the public aware of the inhumane living conditions of battery-caged hens.
When people interacted with the machine, a coin popped out that explained four farming systems and the different ways egg laying hens are treated. The coins were numbered 0-3 and addressed the importance of humane farming methods.
The coins marked 0 (Organic) and 1 (free range) were suggested as the preferred eggs. Tokens numbered 2 (bottom position) and 3 (cage) referred to eggs that came from factory farms where hens are confined in wire battery-cages that are stacked on top of each other inside huge warehouses. In the U.S. those hens are allowed only 4 inches of space between birds. They cannot stretch their wings or legs and never see daylight their entire lives.
Creative Commons - Animal Freedom
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