Animal rights group People for the Ethical Treatment of Animals (PETA) plans to place a billboard near the site of a crash in Utah that killed approximately 80 cattle on Nov. 22.
According to a press release from PETA, the sign will feature the head of a Holstein calf while encouraging people to go vegan. The sign will say “I'm me, not meat. See the individual. Go vegan.”
The crash occurred on an interstate overpass after a cattle hauling semi was laid over on I-84 near Riverdale, Utah. The semi spilled cattle out onto southbound I-15 and the highway was closed for about seven hours.
The posted speed limit on the ramp the semi was on prior to the crash was 45 mph. Utah Highway Patrol believes the driver was likely exceeding the speed limit.
A statement from the Utah Highway Patrol also says, “The load of cattle shifted and the semi rolled.”
Approximately 25 cattle fell from the semi onto I-15. The majority of the cattle that died were in the top deck of the semi-trailer.
This is the second crash at the same site with another similar accident occurring in January 2016. PETA hopes they can capitalize on the accidents by getting few people to consume beef and other animal products.
“Cows plummeted from an overpass and lay dying on the pavement, and those who survived the terrifying crash presumably ended up facing the slaughterhouse knife,” says PETA executive vice president Tracy Reiman. “PETA’s billboard urges motorists to prevent needless deaths like these by keeping cows and all other animals off their plates.”
The billboard is part of an already planned advertising campaign by the animal rights group. PETA has placed numerous signs and billboards around the country with the slogan “I'm me, not meat. See the individual. Go vegan.”
Some of the signs feature the same Holstein calf, others have a fish, a hog or a chicken on them. The signs have been placed in front of popular restaurants like McDonald’s and Subway. Cities targeted in the campaign that runs from November to December include: Columbus, Ohio; Denver; Indianapolis; and Memphis, Tenn.
The location of the accident and where PETA plans to place a pro-vegan sign can be seen in the map below: