Let Easter Be a Celebration of All Motherhood, PETA Pleads

For Immediate Release:
April 4, 2022

Megan Wiltsie 202-483-7382

Milwaukee – Because Cream City was recently ranked the fifth-best place to celebrate Easter in the U.S. by WalletHub—and because Wisconsin is the second-highest dairy-producing state—PETA has erected a sky-high message near eateries in Milwaukee, featuring a mother cow nuzzling her calf and a plea to recognize her love for her baby and go vegan this Easter.

“Easter is a season of compassion and remembrance, and how wonderful if we extend that consideration to mother cows and their bond with their calves,” says PETA Vice President Christina Matthies. “PETA encourages everyone to recognize other animals as good-natured individuals who deserve our mercy, on Easter and every other day.”

Cows in the dairy industry are forcibly artificially inseminated—workers insert an arm into their rectum and a metal rod to deliver semen into their vagina—and their calves are taken away from them shortly after birth, causing them to grieve, bellow, and even try to follow the wheelbarrow or tractor that takes the calves away. When their bodies give out, they’re sent to the slaughterhouse, where workers shoot them in the head with a captive-bolt gun, hang them up by one leg, and cut their throat—often while they’re still conscious and able to feel pain. None of this should be part of Easter.

With the abundance of vegan milks and animal-free roasts available, celebrating Easter with kindness has never been easier. PETA’s Christian outreach division, LAMBS—which stands for “least among my brothers and sisters” from Matthew 25:40—offers a guide to celebrating a vegan holiday, and PETA offers a free vegan starter kit.

PETA’s billboard is located on N. 76th Street near the intersection with Good Hope Road.

PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview. For more information, please visit PETA.org or follow the group on Twitter, Facebook, or Instagram.

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