Animal rights charity PETA claims the Indianapolis Public Transportation Corporation rejected adverts it wanted to post at several bus shelters in the city.
The posters were part of an initiative to encourage people to go vegan, by placing thought-provoking ads outside fast-food restaurants in major cities across the US.
Instead of the bus shelters, the charity found a location for its billboard, near a number of food outlets (including Pizza Hut, Qdoba, Hardee’s, Chick-fil-A, and Jimmy John’s).
'Me not meat'
The billboard shows a cow next to the words: "I’m ME, Not MEAT. See the Individual. Go Vegan"
According to a PETA spokesperson: "The billboard, which will be up for a month, aims to remind people that eating meat means eating the corpse of a sensitive animal who didn’t want to die."
The billboard is located at 6868 S. Emerson Ave.
PETA Executive Vice President, Tracy Reiman, said: "Animals used for food are made of flesh and blood, feel pain and fear, have unique personalities, and value their own lives just as we do.
"PETA’s thought-provoking billboard encourages everyone to leave animals off their plates in favor of delicious vegan meals."
The charity is also placing ads in the 'meat-heavy' cities of Columbus, Dayton, and Cincinnati, Ohio; Columbus, Georgia; Denver; and Phoenix.