Feeling they weren't achieving enough with the organization, the duo planned to burn down a factory farm together. Realizing that such a large undertaking be too difficult for novices, they instead decided to vandalize local McDonald's restaurants and butcher shops. After some time, the two felt that they needed more activists to join their cause, so they began doing local vegan outreach. Erlich felt that showing people videos was an effective form of outreach, so he studied film and video editing while Ohad continued doing fieldwork. This eventually lead to the creation of the film. The film begins with Ohad retreating from a balcony overlooking the noisy streets of Israel into his apartment where he places a phone call to his mother. Ohad reveals to his mother that he'd written a 28-page letter for her and his father to read, asking that they give serious consideration to the letter. His mother accepts, but explains that she is unhappy with Ohad's distance from the family. Upon ending the call, Ohad tells the camera that he misses his mother too, but could not bring himself to reciprocate the words to her. Ohad visits his parents, who having read the letter, have a discussion with him. They oppose the tone of his letter and feel that he has slandered them. His father rejects the philosophy that all animals should be treated equally, saying that humans are superior beings, therefore unequal treatment of animals is justified. As Ohad's father rants, tension begins to rise. Ohad explains that similar arguments have been made to hurt others throughout history, and that people must empathize with animals and speak out for them. After some exchanges, Ohad becomes outraged, cursing at this father and storming out of the apartment. Ohad is next shown doing vegan outreach in the city, educating passersby on the injustice of animal use. He and several others then travel to a facility where they rescue injured baby chicks from a dumpster outside the facility. The police and property owner arrive on the scene and the group get into a heated exchange, Ohad's group eventually leaving with a large cardboard box of chicks in their hands. Upset, the group agree that the chicks will likely not survive. Ohad, his parents, and his two siblings share a vegan dinner together. He tells that he wants them to become more moral, comparing the atrocities that Nazi Germany inflicted upon the Jews to the atrocities humans inflict upon animals. As Jews who have been affected by the holocaust, Ohad says his parents are hypocrites for enabling the exploitation of animals.