‘What’s Wrong With You?’ New PETA Campaign Calls Out Denver’s Meat-Eating ‘Animal Lovers’

For Immediate Release:
August 6, 2025

Contact:
Nicole Perreira 202-483-7382

Would you risk your life to save your dog, but kill for a big juicy steak? That’s the contradiction PETA is pointing out to “animal lovers” in the Mile High City in a sky-high message outside the meaty diner Swift’s on Colfax. The campaign aims to point out the hypocrisy between loving one animal and eating another, and asks patrons, “There’s so much right about you, so what’s wrong with you?”

“Most people wouldn’t order dog on a diner’s menu, yet they don’t question eating a cow who suffered immensely and was violently killed for their steak,” says PETA Executive Vice President Tracy Reiman. “PETA urges everyone to do some self-reflection and expand their circle of compassion to all animals by going vegan.”

Cows feel love, joy, fear, and pain just like all animals, and mourn when a loved one dies or when they’re separated—but in the meat industry, workers shoot cows in the head with a captive-bolt gun, hang them up by one leg, and slit their throats, often while they’re still conscious. Each person who goes vegan spares nearly 200 animals every year; reduces their own risk of suffering from cancer, heart disease, strokes, diabetes, and obesity; and dramatically shrinks their carbon footprint.

PETA’s billboard can be seen next to Swift’s on Colfax near the intersection of W. Colfax Avenue and Tennyson Street in Denver. Similar billboards are running near meaty eateries in other animal-friendly cities throughout the country, including New York and Chicago.

PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—points out that Every Animal Is Someone and offers free vegan starter kits to anyone looking to make the switch. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.