Activists of all types may suck at science but are successful when it comes to street theater, attracting attention, on-line or in the park.

The Los Angeles Times reports the folks at Farm Animal Rights Movement (FARM) found a way to get people to watch disturbing animal cruelty videos: pay them.

Operating on the premise that watching a four-minute video could persuade a viewer to drastically and permanently reduce the amount of animal products consumed in their diet, FARM launched a national tour in early May to show the public a graphic “Farm to Fridge” video, made with hidden-camera footage showing farm animals, including cows, chickens and pigs, living in factory farm conditions and being processed at slaughter. Participants are paid $1 to watch the video, displayed on a vehicle specially equipped to host up to 32 simultaneous viewers.

The 10-Billion Lives Tour (named after the estimated 10 billion land animals raised and killed every year for food in the United States) began in Portland, Ore., and has traveled south, stopping at colleges, universities and fairs along the way in Eugene, Sacramento, San Luis Obispo and Santa Barbara.