Note: Some may find images in the above video disturbing. 

By John Krinjak

Email: jkrinjak@abc6.com

Twitter: @johnkrinjakABC6

PROVIDENCE, R.I. (WLNE) -- People waiting at the red light at Orms Street and the I-95 off ramp in Providence are now greeted by a billboard with a bold message.

The new sign shows a dead calf in a wheelbarrow and a cow, looking on seemingly upset--along with the words: "All mothers grieve. Ditch Dairy. Go Vegan."

Many drivers say it's just too much.

"I think it's disgusting. It's a disgrace, and it's not going to make anyone go vegan. They need to take that down honestly," said one driver. 

"No, not at all. I think they could choose, definitely, other options. I just don't think that's the right motive or right move," said Cameron Degan of Pembroke. "Yeah, bad taste."

Others say it's an effective way to share a viewpoint.

"It has a good message, how they put the mothers in it. It makes it closer to the heart, and it makes you care about the animals," said Honesty, a driver who noticed the billboard. 

The board was put up by a local nonprofit called Rhode Island Vegan Awareness, which, among other things, opposes dairy farming.

"Wherever there's a human drinking milk, there's a baby cow somewhere that isn't," said the group's president Laura Barlow.

Barlow defended the use of that jarring image, saying, "The way that animals are raised for food and also for dairy can also be uncomfortable, so it's hard for us to present this topic without it being somewhat uncomfortable because it's uncomfortable in its very nature."

Some drivers, though, say they're not fazed.

"They're going to do whatever they can to get their point across, you know what i mean?" said Luke. "What are you going to do?"

For now, drivers are going to continue looking at this billboard until it comes down on June 28th. 

In the meantime, Barlow says she hopes it gets people thinking about the food choices they make, and do their own research about veganism.

© WLNE-TV / ABC6 2018