Ahead of Ash Wednesday (February 14), PETA supporters will hand out free Good Catch vegan tuna fish in the heart of downtown to urge everyone to prevent fish from being impaled, suffocated, and gutted—all for a fleeting taste of their flesh—during the Lenten season. The giveaway coincides with the group’s new sky-high appeal going up near multiple eateries on Peach Orchard Road to urge would-be restaurantgoers to keep all animals off their plates during Lent and—for cod’s sake—throughout the rest of the year.

When:    Saturday, February 10, 12 noon

Where:    At the intersection of 10th and Broad streets, Augusta

“Fish are intelligent, complex individuals who feel pain and fear, just as all God’s creatures do,” says PETA Vice President Daniel Paden. “PETA’s giveaway will get people hooked on delicious vegan fare that makes it easy to show mercy to animals during this period of self-reflection and beyond.”

Animals aren’t mentioned in Genesis 1:29, which states that God provides “every seed-bearing plant” and “every tree whose fruit contains seed” as food for humans. Fish are smart, social animals who share knowledge, have cultural traditions, and communicate with one another using low-frequency sounds that humans can’t hear. Some woo potential partners by singing to them or creating intricate works of art. Despite this, more fish are killed for food each year than all other animals combined. In addition, 38 million tons of other aquatic animals, such as dolphins, whales, and sea turtles, are unintentionally caught each year to satisfy humans’ demand for seafood.

PETA’s billboard is located near the intersection of Peach Orchard Road and Reedale Avenue in Augusta.

PETA—whose motto reads, in part, that “animals are not ours to eat”—offers a list of delicious vegan fish options, such as Gardein’s f’sh filets, Sophie’s Kitchen’s Fish Fillets, and Good Catch Plant-Based Crab Cakes, as well as a free vegan starter kit to help people get hooked on vegan food.

PETA 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.