Elmore County (670 KBOI News) – People for the Ethical Treatment of Animals — or PETA — plan to take their anti-meat, pro-vegan message to I-84, near the site of last week’s cattle truck crash.

According to CBS-2 TV, the group will put up a billboard, showing a cow, next to the words “I’m me, not meat, see the individual, go vegan”.

In a statement, PETA Executive Vice President Tracy Reiman said they were urging people to help prevent future livestock truck crashes, by keeping cows and all other animals off their plates.

The crash on February 27th killed some of the cattle…and Reiman said those that survived will probably still wind up “under the slaughterhouse knife.”