Bold Billboards Promoting Vegetarianism Rise in the Twin Cities

Twenty-two newly erected MFA billboards are urging commuters in the Minneapolis/St. Paul area to ditch meat in place of a compassionate, vegetarian diet.

Reaching over a quarter million drivers a day, the campaign consists of a series of billboards asking, "Why love one but eat the other?" starring an adorable puppy and loveable piglet, as well as a cuddly kitten and fuzzy chick. The other billboards feature an image of a sow locked inside a tiny metal gestation crate on a factory farm, and pose the question "How much cruelty can you swallow?"

MFA has run similar effective campaigns, encouraging consumers to "Choose compassion, Choose vegetarian," in New York City, Chicago, Boston, Michigan, Denver, Las Vegas, Toronto and Toledo.