(U-WIRE) MISSOULA, Mont.-“Got Beer” has been sent out to graze, but Charlie the Cow is looking to get saved.

The People for the Ethical Treatment of Animals pulled their “Got Beer” campaign launched two weeks ago out of “respect” for protests made by the Mothers Against Drunk Driving organization, said PETA’s college campaign coordinator, Morgan Leyh.

The renamed “Dump Dairy” campaign is still geared towards college students, but is taking a different approach. Instead of “Got Beer?” PETA is now sending missing posters of “Charlie the Calf” who was “last seen crying as he was being taken from his mother on a dairy farm…”

The “Got Beer” slogan, meant to steer college students away from dairy products on grounds of animal cruelty, touched campuses across the nation before the campaign was cut.

MADD avidly opposed the campaign, deeming it “irresponsible” and claiming it would encourage college students to drink.

On PETA’s milksucks.com website, the organization reported receiving enormous positive responses from college students, but added materials have been pulled from campuses.

Despite the decision to stop the campaign, Leyh still maintains that the “Got Beer?” slogan was not intended to heighten alcohol use in college students, but rather raise awareness of animal cruelty issues.

“We still don’t think the campaign would have caused any one student to consume one more ounce of beer,” Leyh said. “But we do respect their organization and their concerns, so that is why it was pulled.”

The MADD organization sent a letter of discontent to PETA before the campaign was officially launched, and PETA officials took their concerns into account.

PETA put yanked the slogan as well as sending a $500 contribution to MADD and establishing a link to their website on PETA’s milksucks.com website.