Under its 'persuasion pledge' PETA asks people to commit to helping their friends, family, colleagues, and others go vegan by bringing vegan dishes to any holiday gathering (or hosting a vegan meal) and posting a photo of the meal on social media using the hashtag #VeganThanksgiving.
For every 100 sign-ups, the charity will donate a vegan meal to Tucson-based nonprofit organization the Border Action Network, which assists and advocates for immigrants and border communities in southern Arizona.
"This Thanksgiving, PETA is giving thanks for every person who takes our persuasion pledge, preventing gentle birds from being slaughtered for the meal's centerpiece and giving food to those who need help," PETA President, Ingrid Newkirk, said in a statement.
"Our pledge campaign will motivate kind people to put vegan roasts, meat-free stews, and veggie dishes on the holiday table - and that will benefit everyone, regardless of species."
PETA adds that more than 46 million turkeys are killed in the U.S. every year for Thanksgiving. Turkeys in the wild can live up to 10 years, but those raised for food are normally slaughtered when they're between 12 and 26 weeks old.