For Valentine’s Day, a PETA pig is putting his twist on Elton John and Kiki Dee’s classic heartbreak hit with a sky-high message urging viewers in the country’s top pork-producing state to show pigs some love, keep bacon off their plates, and go vegan.

“Every bit of bacon represents the pain and suffering of a terrified individual who didn’t want to die,” says PETA Executive Vice President Tracy Reiman. “PETA urges everyone to open their hearts and keep pigs and other animals off their plates this Valentine’s Day and year-round.”

At slaughterhouses, 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; reduces their own risk of suffering from cancer, heart disease, strokes, diabetes, and obesity; and dramatically shrinks their carbon footprint. PETA’s free vegan starter kit can help those looking to make the switch.

The billboard is located at the intersection of Fourth Street S.W. and S. Eisenhower Avenue, near Buffalo Wild Wings, Applebee’s, and Smithfield Foods. It will also appear in Broussard, Louisiana; Omaha, Nebraska; and Burlington, Ontario, Canada.

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 (formerly Twitter), Facebook, or Instagram.