To memorialize the brave bull who did everything in his power to escape slaughter, only to be shot and killed near Lake Nippenicket in Bridgewater, Massachusetts, last week, PETA plans to place a billboard in his honor near where he was killed with an urgent message: “Help Others Escape the Slaughterhouse: Please, Go Vegan.”

See the billboard PETA plans to place in honor of the bull who was killed in Massachusetts:

This bull ran for his life and fought as hard as he could for his freedom, as any human would if someone tried to send them to slaughter. PETA’s billboard will remind everyone that they can honor his bravery and win freedom for all other animals—from pigs to birds—by keeping them off their plates.

Every year, humans condemn millions of animals to gruesome deaths in slaughterhouses. Workers cram these animals onto trucks, where they typically go without food, water, or rest for the duration of a journey, which can sometimes be days. Many cows collapse in hot weather.

In the cold, cows sometimes freeze to the sides of trucks until workers pry them off with crowbars. By the time the exhausted animals reach a slaughterhouse, many are too sick or injured to walk, and others who are too frightened to leave a truck are shocked with electric prods or dragged off with chains.

Here’s Why Everyone Should Be Kind to Cows, Bulls, and Calves

Every animal is someone. Cows are as diverse as cats, dogs, and humans: Some are very quick learners, whereas others are a little slower. Some are bold and adventurous, whereas others are shy and timid. Some are friendly and considerate, whereas others are bossy and devious.

Research shows that cows are generally quite intelligent animals who can remember things for a long time. Animal behaviorists have found that they interact in socially complex ways, developing friendships over time and sometimes holding grudges against other cows who mistreat them.

These gentle giants mourn the deaths of and even separation from those they love, sometimes shedding tears over their loss. The mother/calf bond is particularly strong, and there are countless reports of mother cows who continue to call and search frantically for their babies after the calves have been taken away and then sold to veal or beef farms.

What Can You Do to Help Cows?

Each person who goes vegan spares the lives of nearly 200 animals every year, dramatically shrinks their carbon footprint, and reduces their risk of suffering from cancer, heart disease, strokes, diabetes, and obesity.

PETA’s free vegan starter kits can help those looking to make the switch.

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