PETA’s billboard will feature a cow's head and read, "I'm ME, Not MEAT. See the individual. Go Vegan."
"Four gentle cows died as a result of this wreck, and those who survived will still face a terrifying death at the slaughterhouse," PETA Executive Vice President Tracy Reiman said. "PETA hopes to pay tribute to these abused animals with a billboard urging people to prevent future suffering by ditching meat and going vegan."