An animal rights group is looking to launch a billboard ad in Regina that claims "feeding kids meat is child abuse."

The ad by People for the Ethical Treatment of Animals (PETA) encourages people to "fight the fat" by embracing a vegan diet. It includes an image of a pudgy-faced child scarfing down a hamburger.

PETA spokeswoman Ashley Byrne admits the billboard "may cause a stir." The group is currently looking to hammer out a deal with one of Regina's outdoor advertisers to display the billboard somewhere in the city.

There's also plans to run the billboard in other areas of Canada.

Byrne says the group is targeting Saskatchewan first because the province traditionally has had high obesity rates.