PETA launched a controversial campaign portraying a shark chomping a man to death with the tagline "Payback Is Hell, Go Vegan."
"With the recent shark attack in the news, we thought that it was a good time to bring this discussion up that will hopefully save lives, both human and animals," PETA Campaign Manager Ashley Byrne told The Huffington Post.
The intent of the campaign? To make the point that the deadliest killers in the water aren't sharks -- they're humans.
"Sharks are not the most dangerous predators on Earth, we are. Americans alone kill billions of animals for food every year, including fish. And while sharks are natural carnivores, people can choose what they eat," said Byrne.