CHARLOTTE -- Many people have mixed reactions to new billboards in Charlotte.

They have a clear message: "I'm me, not meat." "Kids, ask your parents about going vegan."

It's PETA's latest campaign to get people to stop eating meat. A spokesperson tells us their target audience is children because they are compassionate towards animals. The billboards are placed near two elementary schools. 

“The best thing you can do for your health, our planet and especially billions of animals who are slaughtered needlessly each year is simply make kind choices 3 times a day every meal,” said spokesperson Tricia Lebkuecher.

The National Turkey Federation says North Carolina is the second largest producer of turkeys in the country.

In 2015, 31 million turkeys were raised here.