A billboard in Rome - close to St Peter’s Square in Vatican City - is urging people to ditch animal products for Lent.
The poster - by animal rights charity PETA - features a pig next to the slogan: "I’m Someone, Not Something. This Lent, Choose Vegan."
PETA Director of International Programmes, Mimi Bekhechi, said: "Pigs, cows, sheep, and chickens are no different from human beings when it comes to feeling pain and fear and valuing their lives.
"PETA is encouraging everyone to show compassion to animals by skipping meaty meals and choosing humane and healthy vegan fare this Lent."
According to PETA: "Jesus would likely be appalled by today’s meat, egg, dairy, and fishing industries, in which animals are routinely abused and denied respect and compassion.
"The throats of chickens and turkeys are often slit while they’re still conscious, fish are cut open while they’re still alive or left to suffocate on the decks of fishing boats, and calves are taken away from their mothers within hours of birth so that the milk nature intended for them can be consumed by humans instead.
"As well as supporting the cruelty inherent in raising animals for food, the consumption of meat and other animal-derived foods has been linked to an increased risk of heart disease, strokes, obesity, diabetes, and some forms of cancer."
PETA offers a vegan Lent pledge - you can find out more here
Maria is the head of written content for Plant Based News. Also a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.