Update: Billboard Rises to Honor Cows Killed in Truck Crash

For Immediate Release:
May 19, 2021

Megan Wiltsie 202-483-7382

Green Bay, Wis. – PETA has just placed a billboard alongside I-41 near the intersection with Highway 29 that reads, “See the Individual. Go Vegan,” a memorial to the 12 cows who died and/or were shot dead after a truck carrying them overturned on a highway roundabout in April.

“Cows are gentle giants who have thoughts and feelings just like anyone else,” says PETA Campaign Director Danielle Katz. “If PETA’s billboard persuades even one person to stop eating animals, we will have done something good.”

Cows in the meat industry are often confined to cramped, filthy feedlots without protection from the elements. At the slaughterhouse, 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.

There have been at least 26 crashes involving trucks carrying animals used for food so far this year—including two on April 19 in Green Bay—and there were at least 89 last year. Each person who goes vegan saves nearly 200 cows, pigs, chickens, and other animals every year and can help prevent future pandemics: Confining and killing animals for food has been linked to SARS, swine flu, bird flu, and COVID-19, and slaughterhouse workers have faced a high rate of infection during the current pandemic.

PETA’s billboard is located at 2155 Hutson Rd., 1.4 miles from the crash site.

PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—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