'If we were whales': Why PETA thought this anti-dairy ad was a perfect fit for New Bedford

NEW BEDFORD — A campaign by PETA has hit New Bedford, with a billboard meant to make passersby reconsider their consumption of dairy.

The billboard by the People for the Ethical Treatment of Animals (PETA) went up on Aug. 21 near Around The Clock Auto Repair and Sales at 706 Acushnet Ave., and is visible to northbound motorists on Route 18. It features an image portraying a mother cow and her calf swimming underwater, alongside the words:

"If we were whales, would you still tear us apart?

COWS SHARE LOVING BONDS

DITCH DAIRY."

"People are so used to seeing visuals like this with whales so we're just changing the narrative a little bit," said PETA TeachKind Program Manager Faith Rutherford.

How does the dairy industry work

The billboard — leased by Clear Channel Outdoor — alludes to the practice of separating calves from their mothers less than a day after birth, and how, like whales, cows are known to share emotional familial bonds, according to PETA.

"People love to see whales in their natural habitat with their families," Rutherford said. "So we think it's a great opportunity to talk about the dairy industry and how much cows suffer just as much any whale would if they were taken away from their babies.

"We encourage everyone who sees this to hopefully go vegan and ditch dairy."

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Why pick New Bedford for PETA's cow campaign

The campaign is focused on communities with historical ties to whaling and/or current ties to whale-watching.

Rutherford said New Bedford was one of six places PETA has targeted with the campaign. It also has a presence in Atlanta, GA; Atlantic City, NJ; Myrtle Beach, SC, and Boston.

"New Bedford has such a big history with whaling; Herman Melville spent time there, it was part of the inspiration for Moby Dick, and now people come down to watch whales on harbor cruises," she said, noting the billboard's proximity to the departure point for ferry service. "If you were out on one of these tours, you wouldn't want to see a baby whale separated from their mom."

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How long the PETA billboard will be on Acushnet Avenue

The sign will be up through Sept. 17, according to PETA PR Coordinator Sara Groves.