The co-owner of the sign company, responding to phoned complaints and two acts of vandalism, says his firm is not in "the debate business."

07:57 AM EST on Friday, December 5, 2003

BY KAREN A. DAVIS
Journal Staff Writer

EAST PROVIDENCE -- The company that owns the billboard on Route 195 that a national animal-rights group rented to promote vegetarianism as "An Immaculate Conception" -- complete with the image of the Virgin Mary cradling a dead chicken -- has decided to take down the advertisement.

The owners from Murray Outdoor Communications, of Shrewsbury, Mass., informed officials from the People for the Ethical Treatment of Animals (PETA) that they decided to remove the ad after receiving more than 20 phone calls about the message, which provoked outrage in the local religious community. About two-thirds of the calls about the 14- by 48-foot ad opposed it, the company said.

"We're not against PETA and we're not offended at all by this ad," said Robert Murray, co-owner of the company. "But we're a small company and we're not in the PR business or the debate business. . ."

While the company, which has billboards throughout New England, "has never had to take a billboard down for vandalism or controversy," the Immaculate Conception billboard had become a liability issue because vandals defaced the billboard, Murray said.

Early Tuesday, someone spray-painted the word "shame"; on Wednesday, more spray-painted letters appeared, though they were reportedly in support of vegetarianism.

PETA officials said they paid $3,000 to rent the sign for one month. Murray said the sign will be taken down within five days, weather permitting, and PETA will be refunded about two-thirds of its payment.

The Norfolk, Va.-based group had contracted to have the sign placed on Nov. 26 to debut its new campaign promoting vegetarianism as the "only pure diet" and condemning the treatment of chickens and other animals, as they are prepared for human consumption.

Journal photo / Mary Murphy SIGN OF CONTENTION: The controversial PETA billboard on Route 195 in East Providence was defaced with the word "shame" earlier this week.

"We're just very, very disappointed," William Rivas-Rivas, a PETA spokesperson, said yesterday of the sign coming down. "We think it's very, very sad that people of faith would censure a message of compassion -- and that's really what the billboard is about."

The ad -- which was the first of a half-dozen billboards PETA officials are to place in cities nationwide -- was planned to coincide with the Feast of the Immaculate Conception to be celebrated Monday by Catholics, and with Christmas.

Religious and political leaders, however, strongly opposed the use of the Madonna to convey the message.

The Most Rev. Robert E. Mulvee, Bishop of the Catholic Disocese of Providence, found it "highly inappropriate and disturbing" for PETA to use the Blessed Mother on its billboard. He said the use of such a sacred image "trivializes" the mother of Jesus.

East Providence Mayor Rolland Grant called the billboard "gross" and "insulting."

The Rev. John Holt, executive minister of the Rhode Island State Council of Churches, said he found it particularly appalling that the cherished religious symbol was "defamed" during the Christmas season.

And the New York-based Catholic League for Religious and Civil Rights, blasted PETA for its "inability to get its message across without exploiting others."

But PETA officials maintain that the billboard was not intended to offend, exploit or disrespect religious symbols.

PETA Director Bruce Friedrich said the "respectful and reasonable" depiction of the Virgin Mary compassionately cradling the dead chicken was chosen to illustrate how her selfless love and kindness are the antithesis of the violent, non-Christian-like way farm animals are treated.

Rivas-Rivas said he does not believe the billboard's critics have articulated why they are offended by the inclusion of the Virgin Mary in the ad.

He said the group plans to immediately move forward with plans to have the billboard with the same message installed in other cities.