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PETA billboard in Rochester aimed at kids

The billboard was placed by the People for the Ethical Treatment of Animals (PETA) and reads “I’m me, not meat. Kids: ask your parents about going vegan.”

Posted: Nov. 15, 2017 7:32 AM
Updated: Nov. 15, 2017 7:45 AM

ROCHESTER, Minn. – A billboard targeted at kids has been moved after a local business complained.

The billboard placed by the People for the Ethical Treatment of Animals (PETA) was located on 7th Street NW and has since been moved to 37th Street NW.

It reads: “I’m me, not meat. Kids: ask your parents about going vegan.”

Tricia Lebkuecher, a PETA spokesperson, said the billboard is a way to open up the conversation between families about going vegan. Their timing was intentional with the holidays around the corner.

When Joyce Meza saw the billboard she didn’t get the message right away, so she doesn’t think the billboard will change people’s minds. She said if people are going to eat meat, they’re going to eat meat.

“Hy-Vee's, Target, Wal-mart, they're all going to push the sales and we're going to buy more so I mean unless you're already in that mindset I don't think it's really going to be effective,” Meza said.

PETA said their billboard is geared toward kids because they’re naturally compassionate for animals. The organization hopes their efforts will counteract societal pressures and fast food advertisements.

Joyce Meza is a school bus driver and thinks what kids eat depends on whatever their parents do at home, and doesn’t think this will change kids’ minds or at least not right away.

“When they're a little bit older maybe,” Meza said. “My teenager at one point she was like I want to be vegan, and I was like do you understand that there's not a lot of variety or at least I don't understand that diet. I don't want to take any part of it, but she tried and decided to go back to meat.”

PETA hopes to still make an impact and get a lot of views with the billboard being so close to a grocery store on 37th Street NW.

The organization put up similar billboards in Charlotte, North Carolina, and St. Louis, Missouri.

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