‘End Speciesism’ Billboard Rises Ahead of Lent

Ad Urges People to Show Compassion for All God's Creatures—Including Fish—by Going Vegan for Lent and Beyond

For Immediate Release:
February 24, 2020

Brooke Rossi 202-483-7382

Upper Darby Township, Pa. – With the first day of Lent just around the corner, PETA’s Christian outreach division, LAMBS—which stands for “Least Among My Brothers and Sisters” from Matthew 25:40—has placed a billboard near two Catholic universities: Saint Joseph’s University and Villanova University. It encourages observers of Lent to leave all animals—including fish—off their plates. The ad is part of PETA’s national campaign against the old belief that despite their extraordinary talents, abilities, and intelligence, all other animal species are inferior to our own and that it’s acceptable to exploit them.

“From fish to fowl, other animals feel pain and fear and value their own lives just as humans to do,” says PETA Director of Evidence Analysis Daniel Paden. “PETA’s ad encourages people to fight speciesism by valuing all animals for who they are as individuals—and by choosing merciful vegan meals during Lent and beyond.”

Numerous studies have confirmed that fish have unique personalities, can recognize human faces, and can retain memories and think ahead. But because of human prejudice—and even though more fish are killed for food each year than all other animals combined—they have virtually no legal protection from abuse. They slowly suffocate or are crushed to death when they’re dragged out of the oceans in huge nets, and the throats and abdomens of those who survive are cut open on the decks of fishing boats.

PETA—whose motto reads, in part, that “animals are not ours to eat”—encourages everyone to combat speciesism by choosing delicious vegan meals.

PETA offers easy vegan meal plans for people who go vegan for Lent (available here and here) as well as a free vegan starter kit full of recipes, tips, and more.

The billboard is located at 7072 W. Chester Pike.

For more information, please visit PETA.org.

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