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The fat man in the back of the bus is not tipping it over, but PETA wants you to think he is.

To capture people’s attention in an era of information overload, PETA is launching a provocative ad campaign that uses fat shaming as a strategy to trigger people to go vegan. The ads will appear on London buses starting in October.

In an interview with a London newspaper, a PETA spokesperson stated that switching to a plant-based diet leads to weight loss and that “People who insist on stuffing themselves with Sunday roasts, bacon, cheese and eggs are throwing their health under the bus.”

In 2009, PETA was widely criticized for launching a similar campaign in which it encouraged human “whales” to lose their blubber by going vegetarian.

Criticism has never stopped PETA in the past, so the organization is unlikely to make any apologizes for its controversial “tough love” approach now. Tapping into people’s insecurities about body image will assuredly offend some people, but the approach could save the lives of many people – and, of course, animals. Do the ends justify the means?