‘What’s Wrong With You?’ New PETA Campaign Calls Out Kalamazoo’s Cheese-Eating ‘Animal Lovers’
For Immediate Release:
August 5, 2025
Contact:
Alex Payne 202-483-7382
Do you shun fur, but chow down on cheese made from the stolen milk of a suffering mother cow? That’s the contradiction PETA is pointing out to “animal lovers” in Kalamazoo—frequent host of Michigan’s Mac and Cheese Fest—in a sky-high message on S. Sprinkle Road. The campaign aims to point out the hypocrisy between loving one animal and eating or exploiting another, and asks passersby, “There’s so much right about you, so what’s wrong with you?”
“Most people wouldn’t be caught dead wearing fur, yet they don’t question loading their plates with dairy cheeses that condemn calves and their mothers to a lifetime of misery,” says PETA 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—yet in the dairy industry, female cows are forcibly impregnated and have their beloved calves stolen from them so the milk meant to nourish their babies can be sold to humans. Newborn males are slaughtered for veal, while female calves endure the same fate as their mothers until their bodies wear out and they’re sent to slaughter.
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 located along S. Sprinkle Road in Kalamazoo. Similar billboards are running near meat- and dairy-centric 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.
