You might have seen it while driving by on your way to work in Port Coquitlam.
It's a billboard with a couple of cute horses, but the message is anything but cuddly.
Located at Lougheed Highway and Shaughnessy Street, the scrawling type reads, "It's time for the horror to end . Stop slaughtering us."
The ad was inspired by a U.S.-based advocacy group called Angel Acres,
which launched a similar ad campaign south of the border to stop the slaughter of horses in Canada for human consumption.
The billboard, which was erected on Nov. 2, is just one of three in Canada and the only one in B.C.
Charlotte Uhrich, who sponsored the sign with the support of the Canadian Horse Defence Coalition, said the location was chosen both because of it's a high traffic area and the sign company, CBS Outdoor Canada, was the only one that would do it. The billboard is in support of an NDP private member's bill in Parliament that would prohibit the importation or exportation of horses for slaughter for human consumption.
"We need Canadians to know we're slaughtering our companion animals in Canada and the meat is being sent for foreign dinner plates," Uhrich told The NOW, noting there are four slaughter plants in Canada, two in Alberta and two in Quebec.
The other two billboards are located in Ottawa and Calgary.
So far, Uhrich said there hasn't been any reaction to the billboard in B.C., but she noted an awareness campaign is only just starting. But for just how long the billboard will stay up remains a question.
Uhrich said the PoCo billboard was the most expensive of the three, adding she doesn't have any big sponsors to help pay for the message.
The billboard costs $2,000 a month, and she doubted she could afford to keep the ad in the current location.
According to CBS Outdoor Canada's website, the company is a division of CBS Corp., a major broadcast network in the U.S.