Trivandrum: ‘I’m Me, Not Meat’ Billboards Sweep the Nation for World Vegan Month

For Immediate Release:

1 November 2018


Radhika Suryavanshi; [email protected]

Garima Jain; [email protected]

PETA Ads Urge Diners to See All Animals as Individuals and Go Vegan

Trivandrum – In honour of World Vegan Month (November) and just in time for World Vegan Day (1 November), People for the Ethical Treatment of Animals (PETA) India has placed a billboard in Trivandrum featuring a cow proclaiming, “I’m ME, Not MEAT. See the Individual. Go Vegan.”

The billboard – which is part of a nationwide ad campaign in which billboards featuring different animals commonly used for food will hit seven major Indian cities – is located on the Pattom-Kesavadasapuram main road, next to the auto garage.

“Just like humans, cows and buffaloes feel pain and fear, value their own lives, and don’t want to die so that humans can experience a fleeting taste,” says PETA campaigner Radhika Suryavanshi. “This World Vegan Month, PETA India’s billboard will remind everyone that simply by choosing vegan meals, we can spare these sensitive animals the agony of being crammed onto vehicles in such high numbers that many suffocate or sustain broken bones before they’re taken to the slaughterhouse, where their throats are cut open while they’re still conscious.”

Cows and buffaloes used for beef are loaded onto vehicles so cramped that many die en route to the slaughterhouse. Many others are marched to slaughter on foot, and handlers beat them, break their tailbones, or smear chillies in their eyes to force them to continue moving when exhausted. At slaughterhouses in Kerala, they may be hit on the head with a hammer or their throats may be cut, often while they’re still fully conscious.

PETA India – whose motto reads, in part, that “animals are not ours to eat” – has placed similar ads featuring a fish, a chicken, a pig, or a cow in six other major cities: Bangalore, Chennai, Delhi, Guwahati, Kolkata, and Mumbai.

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