Animal welfare advocates are launching a new campaign called "The Someone Project," which seeks to challenge consumer notions about farm animals. The project attempts to create the same empathy for farm animals that people might have for common house pets. Bruce Friedrich of Farm Sanctuary said,
"When you ask people why they eat chickens but not cats, the only thing they can come up with is that they sense cats and dogs are more cognitively sophisticated that then species we eat — and we know this isn't true."