PETA ‘Blesses’ Pasadena Churchgoers With Heavenly New Billboard

For Immediate Release:
May 12, 2021

Tapi Mbundure 202-483-7382

Pasadena, Calif. – Any day is a good day to earn a place in heaven, and that’s the message on PETA’s new billboard that popped up on Monday within a mile of five area churches. The ad—which features a “Vegans Welcome” sign dangling from the gates of heaven—will be up for a month or longer, depending on local reactions.

“Jesus would weep at conditions for animals on the cramped, squalid farms that treat God’s creations as unfeeling and disposable,” says PETA President Ingrid Newkirk. “PETA’s billboard reminds people, Christian or otherwise, that choosing not to eat flesh is the ultimate act of mercy.”

In Genesis 1:29, it is written that God provides “every seed-bearing plant” and “every tree whose fruit contains seed” as food for humans, with no mention of slaughter. A merciful God who commanded, “Thou shalt not kill,” did not give an exemption clause allowing the killing of sentient beings who happen not to be human and who feel pain as much as we do. Those used for food suffer from the moment they’re born, as they endure painful mutilations such as castration and tooth “clipping,” other forms of misery and neglect on farms, and transport through all weather extremes to the slaughterhouse, where they’re subjected to a terrifying death.

The billboard is located at 2745 E. Colorado Blvd., near Light of Love Mission Church, Pasadena City Church, World Mission Society Church of God, and The Church in Pasadena

PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—offers a vegan starter kit. For more information, please visit 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