A billboard outing McDonald’s for their cruel practices toward chickens now greets the crowds in Times Square, New York. Commissioned by a coalition of nonprofit organizations including Compassion Over Killing, Animal Equality, The Humane League, World Animal Protection, Mercy For Animals, and Compassion in World Farming, the billboard shows footage of a distressed bird and calls for a consumer boycott of the fast-food chain.

Hundreds of millions of chickens suffer annually at the industrial farms that raise them for McDonald’s products. The chickens are kept in dark, cramped conditions, surrounded by filth. Their legs are unable to support their weight because of breeding practices that cause them to balloon to an unnaturally large size. In an environment like this, it’s impossible for chickens to engage in natural behaviors, and they’re doomed to a lifetime of suffering.

McDonald’s lags woefully behind other fast-food chains when it comes to adopting more humane practices. Nearly 90 restaurants, including Burger King, Subway, Dunkin’ Donuts, and KFC, have committed to making changes to improve conditions for the birds raised for their products.

As the world’s biggest fast-food company, McDonald’s has the ability to exert a strong influence toward making positive changes at factory farms and reducing or eliminating the cruel practices that go on at these facilities.

For one, they could introduce healthier breeds of chicken who are at least able to support their own body weight. They could also provide more room, and cleaner living conditions. Litter that isn’t changed often enough becomes soaked with ammonia, causing severe burns to the chickens’ eyes and bodies. Access to dry litter, perches, platforms, and pecking objects would provide chickens with the ability to engage in some of their natural behaviors.

McDonald’s should also expand its menu to offer more plant-based items. Because the only way to truly stop factory farm cruelty is to stop exploiting animals for food.

About 355,000 people visit Times Square daily, making this some of the most visible advertising space in the world. Whether or not McDonald’s will finally adopt more animal-friendly policies remains to be seen, but this billboard is making the issue much harder for them to ignore.