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It's a billboard on West O street you can't miss- It shows a picture of a pig with a dogs head.
PETA calls it a "puplet," a cross between a puppy and a piglet. And it's the feature of their newest campaign targeting kids.
"If you wouldn't eat your dog, why eat a pig? What? Why is it directed to kids?" said Lakeview Elementary parent Anthony Canada. The school is just one minute from the billboard.
Canada hadn't seen the billboard until we showed him.
"I don't know what kind of message it's trying to send to kids in particular, or why it's directed to kids to be vegans," he said.
PETA hopes the controversial and provocative billboard will give kids a different perspective.
"Children naturally have compassion for animals, but they face constant bombardment from fast food and other social influences promoting unhealthy and cruelly produced meats. So, we hope that our billboards will give them a message of kindness and offset some of that negative influence," said Special Projects Manager Alicia Woempner.
But Canada thinks parents should be an influence on their kids.
"I guess if they want to educate kids and their parents and let them know where their food comes from that's not a problem, but I guess that's still on our discretion if we want our kids or ourselves to be vegans or not," he said.
PETA said it's a conversation to be had.
"We encourage parents to talk to their children about where there food comes from. And we know that there are a lot of kids out there who are uncomfortable with the idea of eating animals," said Woempner.
"We don't go through the process- not they go through the slaughtering room and cut up. I mean we have a little bit but nothing that scares my son or anything," said Canada.
Now that he has seen the billboard, Canada plans to at least find out exactly what vegan means.
"I don't know, now I might go ahead and look into that myself," he said.
PETA said it's no fluke that the billboard came here to Lincoln.
"Nebraska is one of the largest pork producing states in the country so we felt that it was particularly important to get our message out to kids in that area to know that they have the power to make the world a kinder place for animals," Woempner said.