Smack-dab in the middle of the busy holiday travel season, PETA is erecting digital appeals on 34 screens in a platform takeover at Newark Penn Station—featuring a chicken, a turkey, a cow, a pig, or a fish—each urging passengers to see animals as fellow beings, not as food, and to celebrate the season of goodwill by tucking into savory vegan meals that leave animals in peace, not in pieces.

“All animals feel pain and fear and value their lives, and it’s wrong to carve their bodies up when their lives are as precious as our own,” says PETA President Ingrid Newkirk. “PETA urges everyone to consider the individuals who suffer for our fleeting cravings and go vegan.”

Cows, pigs, turkeys, and chickens raised and killed for food endure extreme crowding, routine mutilations without pain relief, terrifying trips in all weather extremes to slaughterhouses, and violent, painful deaths on blood-soaked floors. In the fishing industry, aquatic animals are impaled, crushed, suffocated, dropped into pots of boiling water, or cut open and gutted, all while conscious.

Each person who goes vegan spares nearly 200 animals every year; reduces their own risk of suffering from cancer, heart disease, strokes, diabetes, and obesity; and dramatically shrinks their carbon footprint. PETA offers a free vegan starter kit for those looking to make the switch.

PETA’s “I’m ME, Not MEAT” ad featuring a chicken. Credit: PETA

PETA’s “I’m ME, Not MEAT” ad featuring a turkey. Credit: PETA

PETA’s “I’m ME, Not MEAT” ad featuring a cow. Credit: PETA

PETA’s “I’m ME, Not MEAT” ad featuring a pig. Credit: PETA

PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview. For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on X (formerly Twitter), Facebook, or Instagram.