Ahead of Valentine’s Day, PETA is erecting a towering message near St. Joseph’s Hospital urging people to avoid a broken heart by going vegan. Studies published in the Journal of the American Heart Association show that plant-powered eating reduces the risk of heart disease by a whopping 52%.

“Choosing vegan foods, including dark chocolate, is the best thing anyone can do for animals and their own health, because meat, eggs, and dairy are loaded with artery-clogging cholesterol,” says PETA President Ingrid Newkirk. “PETA is encouraging everyone to have a heart by enjoying delicious, vibrant vegan meals for Valentine’s Day and beyond.”

Vegan foods contain no cholesterol and loads of fiber, and they can lower the risk of suffering from heart disease, diabetes, various types of cancer, and other devastating health problems linked to eating meat, eggs, and dairy. PETA offers a free vegan starter kit on its website.

And of course, eating vegan benefits animals: Pigs, cows, chickens, and other animals commonly killed for food are smart, sensitive individuals who feel pain and fear, just as we do. Yet most of them are raised in filthy conditions and endure severe crowding and routine mutilations, such as castration and tail-docking—often without any pain relief—and don’t see the sun or breathe fresh air until the day they’re forced onto trucks bound for the slaughterhouse.

The billboard is located at 6915 Simmons Loop.

PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview. For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on Twitter, Facebook, or Instagram.