Arch Enemy frontwoman Alissa White-Gluz is featured as a mermaid in a new ad for PETA. The campaign, which is being launched to coincide with Lent, illustrates the negative impacts of fish consumption.

White-Gluz commented:

“The first thing that people are ready to … disregard as living animals are sea creatures. We’re … invading a completely different environment and just destroying all the inhabitants in it … That’s something less talked about, but it should really be talked about, especially when you look at the statistics that say that our oceans will be dead 20 years from now.”

The vocalist has also encouraged her fans to go vegan:

“By making that simple choice, we actually could reverse this damage.”

PETA added:

“Commercial fishing is cruelty to animals on a colossal scale, killing hundreds of billions of animals worldwide every year — far more than any other industry. Due to the enormous number of animals caught, 90 percent of major fish populations are gone.”