Defray Cost of Fixing Pittsburgh’s Crumbling Steps in Return for Pro-Vegan Ads, PETA Offers

Photo of Sexy ‘Lettuce Lady’ Will Help Get Hearts Beating and Feet Moving

For Immediate Release:
June 13, 2014

Shakira Croce 202-483-7382

Pittsburgh, PA-

Anyone who uses Pittsburgh’s many public steps and stairways knows that quite a few of them have seen better days. And with only a small budget to fix them, the city is talking about tearing some of them down. That’s why PETA has sent an urgent letter to Guy Costa, the city’s chief operations officer, offering to offset the cost of repairing and replacing the steps by paying to place ads on them showing a hot, bikinied “Lettuce Lady” next to the caption “Step Up to Good Health. Go Vegan!” In its letter, PETA points out that the ads not only would save the city money but also could save the lives of countless animals raised and killed for food—not to mention the bodies of Pittsburghers, which take a beating from consuming meat and other animal products.

PETA also mentions that everyone who takes the ads’ advice could proudly follow in the footsteps of Pittsburgh native Ashley Frohnert, who beat out scores of competitors to become the female winner of this year’s national Sexiest Vegan Next Door contest.

“Taking on a flight of steps that climb one of the city’s iconic hillsides can be a cinch if you give your blood a chance to flow easy by going vegan.” says PETA Executive Vice President Tracy Reiman. “By accepting our ad offer, Pittsburgh can help save animals’ lives, its residents’ health, and its legendary steps all at the same time.”

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PETA’s letter to Pittsburgh Chief Operations Officer Guy Costa follows.

June 13, 2014

Guy Costa, Chief Operations Officer

City of Pittsburgh

Dear Mr. Costa:

I’m writing on behalf of People for the Ethical Treatment of Animals (PETA) and our more than 3 million members and supporters, including thousands across Pennsylvania, to make an offer that could help reconcile the interests of Pittsburgh stair enthusiasts with those who want a more frugal city as well as with advocates of healthy and humane living: We’d like to sponsor the repair of a few steps if we can place our ad on them. The ad features a lovely “Lettuce Lady” and reads, “Step Up to Good Health. Go Vegan!”

Many Pittsburgh residents rely on their daily stair climbs to keep them in shape, but of course, exercise is only part of the health equation. If Pittsburghers want to take their health and fitness to new heights, studies show that going vegan—like Pittsburgh native and winner of PETA’s 2014 Sexiest Vegan Next Door contest Ashley Frohnert did—is just the ticket.

Those who keep meat, dairy products, and eggs in their diet face an uphill battle, since consuming animal-derived products contributes to some of our nation’s top killers, including heart disease, strokes, and diabetes. Research recently published in the journal Cell Metabolism, for example, shows that consuming meat, cow’s milk, and cheese may be as detrimental to a person’s health as smoking. Vegetarians are less likely to suffer from cancer, diabetes, heart disease, and high blood pressure, and have a lower rate of total mortality when studied over a period of time.

And as if the health benefits weren’t enough, people who go vegan help stomp out cruelty to animals, since every vegan saves more than 100 animals every year from abuse on factory farms and in slaughterhouses. That’s nothing to sneeze at, considering that in today’s intensive confinement farming systems, animals are crammed into filthy sheds and tiny cages, are routinely mutilated with no painkillers, and have their throats slit, often while they’re still conscious.

I hope you will step up and seize this offer! I look forward to discussing the details with you. Thank you for your consideration.


Alicia Woempner

Special Projects Manager


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