PETA has put up a billboard in Times Square in support of singer Billie Eilish, who recently declared that "eating meat is inherently wrong." Eilish's comments sparked debate and backlash from meat-eaters, prompting her to share graphic footage of animal agriculture practices on social media. Her posts led to visible consumer responses, with followers publicly crediting her for prompting dietary changes like going vegan or vegetarian.

PETA President Tracy Reiman linked the campaign directly to Eilish's message, stating that if you claim to love animals but still eat them, you are lying to yourself. The organization highlighted the benefits of a vegan diet, including sparing animals, reducing carbon footprints, and lowering the risk of certain chronic diseases. Celebrity-driven advocacy for veganism has become more prominent, with organizations like PETA partnering with public figures like Joaquin Phoenix, Pamela Anderson, and Paul McCartney to promote plant-based diets.