‘I’m ME, Not MEAT,’ Proclaims Crab on New PETA Ad

Floating Digital Billboard Comes to Town in Time for Seafood Festival

For Immediate Release:
October 25, 2019

Nicole Meyer 202-483-7282

Miami Beach, Fla. – “See the Individual. Go Vegan!” That’s the message on a new digital PETA billboard that will float past the South Beach Seafood Festival at Lummus Park from 9 a.m. through 7 p.m., Thursday through Saturday this week.






“Just like humans, crabs can feel pain and fear, have unique personalities, and value their own lives,” says PETA Executive Vice President Tracy Reiman. “PETA’s billboard encourages people to help spare all animals the agony of being torn apart or boiled alive simply by choosing vegan meals.”

A PETA investigation of a crustacean slaughterhouse revealed that live lobsters and crabs were impaled, torn apart, and decapitated—even as their legs continued to move. Chefs typically place live crabs and lobsters into pots of boiling water while they’re still conscious—a cruel practice that has been banned in Switzerland. Fish slowly suffocate or are crushed to death when they’re dragged from the oceans in huge nets, and the throats and stomachs 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” and which opposes speciesism, a human-supremacist worldview—offers a free vegan starter kit (available here) full of recipes, tips, and more. 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