A PETA billboard in Jacksonville, FL, calls larger women “whales” and urges them to “lose the blubber” by going vegetarian. 

PETA’s press release on the billboard says “going vegetarian can be an effective way to shed those extra pounds that keep [women] from looking good in a bikini.” Oh, God, now even billboards are judging us?

Insults and fat-shaming aren’t tried-and-true ways to encourage tofu instead of burgers. But something tells us that wasn’t the point: Bigger women were the ones chosen to be dehumanized so this cruel, sexist billboard could get some chuckles. Gross. [via Feministing]