To encourage people across the U.S. to choose kinder meals in 2014, this week PETA is placing thought-provoking billboards in the country’s three largest cities, including a larger-than-life ad just installed at one of Culver City’s busiest intersections.
The billboard—which is located on Venice Boulevard, west of Robertson Boulevard, at Canfield Avenue—shows a fish’s face and the words ‘My Life Is in Your Hands. Please Try Vegan’.
The new campaign challenges people to think critically about their meat consumption from the perspective of the animals who are killed for food. The pro-vegan billboards in Chicago, including one in the meatpacking district, focus on cows and pigs, while the billboard in New York City’s Times Square shines a spotlight on chickens.
Together, the four billboards will be seen by thousands of people every day.
“PETA’s billboards will give people across the country food for thought,” said PETA campaign manager Katie Arth. “We want everyone to consider that what they choose to eat can mean a sad life and a painful death for wonderful animals – and instead try vegan.”
Studies show that fish are intelligent, sensitive animals who experience pain and fear. And although more fish are killed for food each year than all other animals combined, they have no legal protection from abuse.
Research shows that many fish undergo painful decompression when they’re pulled from deep water, while those who survive are slowly suffocated, cut apart and disemboweled while they’re still conscious, or crushed by the weight of other animals.