With Easter just around the corner, PETA has launched a sky-high appeal on busy U.S. Route 290—close to Golden Corral, IHOP, and other meat-centric restaurants—reminding viewers that pigs are thinking, feeling individuals who don’t want to die for their holiday roasts. PETA is encouraging everyone to choose delicious vegan feasts—including a recipe for crowd-pleasing sham ham—this Easter and beyond.

“Pigs are playful, intelligent, and loving beings who value their lives and don’t deserve to have their bodies carved up for food any more than we do,” says PETA Executive Vice President Tracy Reiman. “PETA encourages everyone to celebrate their holidays with compassion by choosing a delicious vegan roast that leaves pigs in peace, not in pieces.”

In the meat industry, workers chop off piglets’ tails, clip their teeth with pliers, and castrate the males. At the slaughterhouse, workers shoot pigs in the head with a captive-bolt gun, hang them up by one leg, and cut their throat—often while they’re still conscious. Each person who goes vegan spares nearly 200 animals every year and reduces their own risk of suffering from cancer, heart disease, strokes, diabetes, and obesity. PETA’s free vegan starter kit is filled with tips to help anyone looking to make the switch.

PETA’s billboard is located at 12340 Northwest Fwy., near Golden Corral, IHOP, Pappas Bar-B-Q, Gordon Food Service Store, Food Town, and Target.

PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.

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