People for the Ethical Treatment of Animals, a.k.a. PETA, has always been good at spotting public-relations opportunities.
So when the Intergovernmental Panel on Climate Change recently released a frightening report about the state of the planet and wildfires raged unchecked in many parts of British Columbia, PETA leaped into action.
It worked with honorary director Pamela Anderson of Baywatch fame on a plan to distribute "methane-offset starter kits" to cities across B.C., which happens to be Anderson's home province.
They're also being sent to U.S. cities in areas ravaged by wildfires.
The Ladysmith-born actor has long been passionate about eating a meat-free diet. And anyone who's paying attention to the climate crisis knows that going vegan is one of the best ways an individual can curb their carbon footprint.
The kits include tofu, nondairy creamer, vegan dark chocolate, vegan jerky, soybean seeds, and starter recipes. PETA plans to distribute 10,000 kits.
Methane accounts for 10 percent of U.S. greenhouse-gas emissions, according to the Environmental Protection Agency, and about 16 percent of global anthropogenic greenhouse-gas emissions.
While methane doesn't last nearly as long as carbon dioxide in the atmosphere, the EPA says that it has 25 times the heat-trapping capacity over a 100-year period.
A major global source of methane is emitted from cattle.
In fact, beef is the most resource-intensive meat. According to the World Resources Institute, beef requires 20 times more land and emits 20 times more greenhouse-gas emissions per gram of edible protein than common plant proteins.
And to make sure people are reminded of the value of a vegan diet, Anderson is appearing naked on a Psycho-themed billboard atop PETA's Bob Barker Building in Los Angeles.