A “talking fish” stars in a new PETA appeal near multiple “fishy” restaurants and a grocery store, urging residents to treat aquatic animals with kindness by opting for crispy vegan fish fillets and other tasty fish-free fare.

“Fish aren’t swimming potatoes. They really do talk, using squeaks, squeals, and other low-frequency sounds to communicate with their friends and family members,” says PETA President Ingrid Newkirk. “From stripers to ‘Strong Islanders,’ we’re all feeling individuals who value our lives, and PETA encourages everyone to exercise their empathy by choosing delicious vegan food.”

Fish feel pain, share knowledge, have long memories, and have cultural traditions. Some woo potential partners by creating intricate works of art in the sand on the ocean floor, yet more fish are killed for food each year than all other animals combined. They’re impaled, crushed, suffocated, or cut open and gutted—often while they’re completely conscious. In addition, 38 million tons of other aquatic animals are unintentionally caught each year as the fishing industry seeks to satisfy consumers’ demand for “seafood.” Every person who goes vegan saves the lives of nearly 200 animals (including aquatic ones) each year.

PETA’s billboard is located on Peninsula Boulevard, next to Foodtown of Hewlett and close to Burger King, MoCA Asian Bistro, and other restaurants.

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.