‘Think Before You Drink’ PETA Billboard Targets Indy 500 ‘Milk Toast’

Indianapolis Ad Cites Dairy Farms' Cruelty to Mother Cows and Their Calves

For Immediate Release:
May 24, 2016

Sophia Charchuk 202-483-7382

Indianapolis – As the Indianapolis 500 prepares to mark its 100th anniversary on May 29 with “the world’s largest milk toast”—using 100,000 bottles of milk—PETA has placed a billboard in downtown Indianapolis that shows a cow family above the words “Cow’s Milk Is for Calves, Not Drivers or Other Humans.”


PETA’s billboard is located at 3201 W. 16th St. in Indianapolis, facing east. A photo is available here.

“Wasting gallons of milk from loving mother cows is the pits,” says PETA President Ingrid Newkirk. “PETA’s billboard is a reminder to race fans and drivers that the dairy industry is a cruel business.”

PETA—whose motto reads, in part, that “animals are not ours to eat … or abuse in any other way”—notes that calves are taken away from their mothers within days or hours of birth so that their mothers’ milk can be consumed by humans instead. Cows’ sensitive horn tissue is often burned or gouged out of their heads without painkillers. Male calves are often shipped off to be caged and slaughtered for the veal industry, while female calves endure the same fate as their mothers: repeated artificial insemination in order to produce a steady supply of milk until their bodies give out and they’re sent to slaughter.

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