PETA is reaching out to Catholics and other Lent observers with billboards urging them to go vegan for the celebration.
The ads, reading "I'm me, not meat. Go vegan for Lent," will be placed in three locations around Milwaukee including bus shelters and billboards in the Third Ward and on Oakland and Appleton Avenues.
"PETA's billboards will encourage observers of Lent to show compassion for themselves and all God's creatures by giving up the cruel act of eating animals and switching to healthy and humane vegan meals," said PETA President Ingrid Newkirk in a news release.
Milwaukee was a top choice for PETA when deciding where to place the ads as it is tied with Phoenix and San Francisco for having the fifth-highest Catholic population in the country.
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For more information about PETA visit their website here.