On Wednesday, ahead of Super Bowl Sunday—one of the biggest days of the year for cheese consumption—a loincloth-clad PETA member will be at Jefferson and First streets reenacting the myth of Sisyphus, who was condemned to roll a boulder up a mountain only to have it roll back down every time. She will push a giant vegan cheese wheel in downtown Phoenix—and push everyone, particularly resistant men, to go vegan before the big game.

Where:   At the intersection of E. Jefferson and S. First streets, Phoenix

When:   Wednesday, February 7, 12 noon

Credit: PETA

The display will call primarily on men, who are the most likely to whine that they “just can’t give up” dairy cheese, to “man up” and overcome their addiction. To prove how easy it is, everyone who shows up to witness the feat will be treated to complimentary creamy, dairy-free cheese wheels from Babybel, just one of the many tasty vegan cheeses now on the market.

“Men are notorious for being the most stubborn cheese addicts, and we’re challenging them to kick off Super Bowl Sunday by kicking this disgusting ‘mama’s boy’ habit for the sake of their arteries, animals, and the Earth,” says PETA President Ingrid Newkirk. “PETA’s display will remind everyone that sacking cruel and unhealthy dairy cheese is not a Sisyphean task.”

PETA notes that real men are protectors, not bullies, and in the dairy industry, calves are torn away from their mothers, often within a day of birth, so that the milk meant to nourish them can be stolen and sold to humans. PETA’s investigations into dairy facilities have found workers electroshocking cows in the face, hitting them with poles and a cane, and abusing them in other ways. Once their bodies wear out from repeated pregnancies, they’re sent to slaughter.

PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—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 (formerly Twitter), Facebook, or Instagram.