When The Meatrix launched in November 2003, it broke new ground in online grassroots advocacy, creating a unique vehicle by which to educate, entertain and motivate people to support sustainable food and agriculture and educate viewers about problems with factory farming. The Meatrix movies (spoofing The Matrix movies), now a series, have been translated into more than 30 languages and are one of the most successful online advocacy campaigns ever – with well over 15 million viewers worldwide.
The films are humorous and creative satires that use pop culture and entertainment to educate viewers about the food they eat and where it comes from. All the films feature three superhero farm animals including Leo, the young pig who wonders if he is “the one”, Chickity, the feathered family farm defender, and Moopheus, the trench-coat-clad cow with a passion for green pastures.
The Meatrix website offers information on the issues surrounding factory farming, as well as alternatives to conventionally-raised meat, poultry, dairy, and eggs. The website also features The Meatrix Interactive 360°, a tool to help people learn about factory farming, with in depth information on the issues.
The tasty and useful Eat Well Guide, an online directory of sustainable food from farms, stores and restaurants in North America, was launched with the original movie to help people take action.