People for the Ethical Treatment of Animals (PETA) have commissioned bicycle billboards to confront visitors to the world's largest sheep and wool show in Bendigo.
The mobile billboards circled the host city from Friday to Sunday, July 15-17, around the Australian Wool and Sheep Show.
PETA's Emily Rice claimed the move highlighted its investigations into the industry.
“The show ostensibly ‘celebrates’ sheep, but consumers have a right to know that the animals aren’t celebrated in the wool industry – they’re abused.
"Those who visited Bendigo this weekend should also visit WoolFacts.com, where they’ll find footage from inside wool operations in Australia and overseas, all of it revealing egregious cruelty.”
PETA has claimed investigations involving more than 100 wool industry operations around the world have revealed cruelty to sheep.