To celebrate the launch of our new “Eat Consciously” campaign and the raising of our sky-high appeal in the Hoosier capital urging everyone to view cows as individuals and go vegan, PETA members will gather under the billboard on Monday to give away free protein-packed Primal Strips vegan jerky to passersby.

When:    Monday, September 18, 2 p.m.

Where:    3314 S. East St., Indianapolis

“From salty meat-free jerky to juicy plant-based patties, there’s a vegan option for everything nowadays, and PETA is eager to share the joys of animal-free eating with kind-hearted Hoosiers,” says PETA Executive Vice President Tracy Reiman.

PETA’s original news release appears below.

‘See Me, Not Meat!’ Cow’s Midwest Media Blitz Lands Locally, Courtesy of PETA

Indianapolis — As part of its new “Eat Consciously” campaign, PETA is erecting sky-high appeals in the Hoosier capital and other traditionally meaty Midwestern cities where vegan eating is growing in popularity—and vegan options are becoming more abundant—urging viewers to consider the cow who suffered and died for a fleeting burger craving and go vegan.

“Cows feel pain and fear, value their lives, and don’t deserve to have their bodies carved up for food any more than we do,” says PETA Executive Vice President Tracy Reiman. “PETA urges everyone to see animals as the sensitive individuals they are and go vegan.”

At slaughterhouses, workers shoot cows in the head with a captive-bolt gun, hang them up by one leg, and cut their throat—often while they’re still conscious. Each person who goes vegan spares nearly 200 animals every year; reduces their own risk of suffering from cancer, heart disease, strokes, diabetes, and obesity; and dramatically shrinks their carbon footprint. PETA’s free vegan starter kit can help those looking to make the switch.

The billboards in Indianapolis are located at 3314 S. East St., near Arby’s and Domino’s, and 5206 W. 38^th St., just a stone’s throw from Sunshine Breakfast House & Grill and Famous Steak & Lemonade. The other campaign locations are Canton and Akron, Ohio; Kansas City, Kansas; and Omaha, Nebraska.

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