A new Thanksgiving ad campaign targeted toward children in schools is barking up some controversy this holiday season.

In a news release, People for the Ethical Treatment of Animals announced this week that its new outdoor billboard advertising campaign will focus around a central message: "How would children feel if Fido and Fluffy were stuffed and roasted for Thanksgiving?"

The ads feature the head of a Jack Russell terrier on the body of a turkey, and reads, "Kids: If You Wouldn't Eat Your Dog, Why Eat a Turkey?"

The group said the billboards are going up near schools in Oklahoma, Oregon, Florida, New Mexico, Utah and Tennessee.

"Kids love animals, and if they thought about how turkeys feel pain and fear just as dogs and cats do, they'd trade in their drumsticks for Tofurky in a heartbeat," PETA Executive Vice President Tracy Reiman said. "This Thanksgiving, families can give all animals something to be thankful for by sticking to humane, delicious vegan meals."

According to the National Turkey Federation, an estimated 244 million turkeys will be raised in 2011, and that U.S. consumption of turkey was 16.4 pounds per person.

On its website, The Turkey Federation stated that turkey is not only a source of lean protein, but claimed that studies show that it is linked to providing nutrients that prevent disease and promote a healthy lifestyle.

There was no word on how the Jack Russell Terrier Club of America feels about the PETA ad.