This movie captures the motivations of an animal rights activist. Through his eyes, we explore the paradoxes in our society — of being an animal lover and yet consuming some of them — stemming from social conditioning and cognitive dissonance. The protagonist describes his personal journey and his motives and beliefs. He discusses some facts that the general population is sometimes not aware of. Through this film, he tells us the real story behind the happy façade of our food choices and the difficulty and incessant obstruction faced by activists to stand against the unjust and powerful system. He discusses how important it is for the activists to show the compassionate side of the story that contradicts the society-approved normal and our age-old beliefs. This film encourages others to open their eyes, to try and understand such activists, and to question practices that are deemed normal and necessary.