Cow’s New Year’s Message: ‘I’m ME, Not MEAT’

PETA Billboard Urges People to Start Off 2019 by Going Vegan

For Immediate Release:
January 2, 2019

David Perle 202-483-7382

Lincoln, Neb. – Just in time for the new year, PETA has placed a billboard in Lincoln—recently named one of the top cities for millennials—that shows a cow’s face alongside the words “I’m ME, Not MEAT. See the Individual. Go Vegan” in order to encourage passersby to opt for delicious animal-free meals as they plan their goals for the new year.

The billboard is located on eastbound Cornhusker Highway between N. 11th and N. 14th streets . It will remain up through mid-January.

“Whether you’ve resolved to save animals, help the environment, or get healthy, going vegan is the perfect way to kick off the new year,” says PETA Executive Vice President Tracy Reiman. “PETA is calling on everyone to start 2019 with kindness by pledging to kick meat, eggs, and dairy ‘products’ to the curb.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—notes that going vegan spares animals such as cows immense suffering. In today’s meat industry, calves are torn away from their mothers within hours of birth and are castrated and branded without painkillers. At the slaughterhouse, workers shoot cows in the head with a captive-bolt gun, hang them up by one leg, and cut their throats—often while they’re still conscious and able to feel pain.

Vegans are less prone to suffering from heart disease, obesity, cancer, and diabetes than meat-eaters are, and they have a smaller carbon footprint, as animal agriculture is a leading producer of the greenhouse gases that contribute to climate change.

PETA offers a free vegan starter kit (available here) full of recipes, tips, and more. For more information, please visit

For Media: Contact PETA's
Media Response Team.


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 Ingrid E. Newkirk

“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind