“All mothers love their babies.” That’s the call for compassion that just went up in the capital of New Jersey—a majority-Catholic state—ahead of Christmas. With this message, PETA’s Christian outreach division, PETA LAMBS (“Least Among My Brothers and Sisters” from Matthew 25:40), is calling on empathetic onlookers to honor the spirit of the holiday by leaving animals off their plates.

“Christmas is a time to gather with mercy and compassion in our hearts. Just as we embrace and cherish our children, mother cows and their calves want to live in peace, together,” says PETA Vice President Daniel Paden. “PETA encourages everyone to show goodwill to all God’s creatures by rejecting the cruelty of the meat and dairy industries and eating vegan this Christmas and every other day.”

Credit: PETA

PETA LAMBS’ plea, which will be up through January, can be found at 1500 Pennington Rd. near N. Olden Avenue—less than a mile from four churches and numerous meat-serving eateries.

PETA LAMBS opposes speciesism, a human-supremacist worldview. Its motto, a variation of PETA’s, is “Animals are not ours. They’re God’s.” For more information, please visit PETALambs.com or follow PETA on X (formerly Twitter), Facebook, or Instagram.