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?"