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An animal activist group plans to capitalize on the separation of migrant families by running billboards near the U.S.-Mexico border suggesting that separating calves from their mothers is tantamount.

According to a news release on its website, the group plans to the billboard in Tucson that shows a mother cow and her calf next to the words “Loving Mothers and Their Children Should Never Be Separated. Please Go Vegan.”

"It's cruel to separate any parent from her beloved child," said PETA President Ingrid Newkirk. "We are heartsick over the trauma that families are experiencing at the border and hope people will extend their compassion to mother cows whose calves are stolen from them on dairy farms by switching to soy and other plant-derived milks."

The group also plans to run the billboard in San Ysidro, California. PETA officials also said it had donated a shipment of soy milk to the Humanitarian Respite Center (HRC) in McAllen, Texas.

Most recently, the vocal activist group backed an nationwide anti-dairy month campaign "De-Calf Your Coffee" in June decrying the use of dairy product by posting a costumed "cow" outside of coffee shops to distribute free pro-vegan coffee cup sleeves in some of the top dairy-producing states including Wisconsin.

The June campaign was launched in response to the Dairy Pride Act—which aims to “prohibit the sale of any food that uses the market name of a dairy product [but] is not the milk of a hooved animal.”

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