PROVO — Apparently sex does more than sell. It also protests.

Members of People for the Ethical Treatment of Animals braved chilly temperatures and high winds to stand on the corner of Center Street and University Avenue in Provo on Wednesday holding signs proclaiming "vegetarians make better lovers" as part of their "Live Make-Out Tour."

While the original plan was to have a scantily clad couple embracing in a bed while fellow PETA members marched around with the signs, they were unable to obtain the proper permits from the Provo police.

Instead, Theresa Moore instead stripped down to a red tube top and pants while Mike Brazell wore boxer shorts covered in red hearts as they shivered in the cold and shared occasional kisses.

Onlookers, however, didn't seem to be getting the intended message. Those passing by shook their heads and said they weren't sure what PETA was trying to prove.

"They're going to get sick and have to go home and have chicken soup," onlooker Jeanne Finefeuiaki said.

To stand out in the cold barely dressed, another said, showed some sort of strange conviction for what PETA believes.

"It's interesting they are trying to use sex," said Danny Arnett, 22. "I don't know if that works for vegetarianism."

While living in Boston for two years, Arnett said, he saw a lot of protests and demonstrations but didn't expect to see something like this when he moved to Provo.

Not everyone who saw the protest viewed it as distasteful. A woman passing by in a white truck thrust her fist out the window and shouted "Right on! Go vegetarian!"

For protester Brazell, from Norfolk, Va., enduring the cold weather and people's disapproval is worth the discomfort if he can convert at least one heart to vegetarianism.

"Nothing's going to stop us from coming out," he said.

Brazell also maintained that being vegetarian provides health benefits through lower cholesterol levels, helping people avoid clogged arteries, hardening of the arteries and slowed blood-flow to the body's vital organs, not just to the heart.

Brazell also claimed an increase in energy from his vegetarian lifestyle.

Moore said doing the "Live Make-Out Tour" is fun because she believes it's a colorful, upbeat way to shed light on animal cruelty. Before she became vegan 12 years ago, Moore said she was a big animal lover and meat eater. When she saw pictures purporting to show how animals are turned into food, she said she had to get her priorities in line.

She said the number of restaurants and food companies that now provide vegan options made the transition easy.

Salt Lake City is listed as the third most vegetarian-friendly small city on PETA's Web site, goveg.com.

"Vegans are the biggest pigs you'll ever meet," Moore said. "We eat all day, all the time."

For some protesters, Wednesday's demonstration was a family affair. Provo resident Shannon Guertin, 17, came to pass out fliers with her younger brother and vegetarian mom. Guertin has been reading vegetarian literature and although she isn't vegetarian, she said she doesn't like the way animals appear to be treated and will probably become vegetarian soon.

The "Live Make-Out Tour" targets both large and small cities and is now headed to Flagstaff, Ariz., and then Moore's hometown of Los Angeles.

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E-mail: jelder@desnews.com