Animal rights group Equanimal thinks bullfighting equals bullshit, and to show they mean business, they’re taking their clothes off and protesting today in Lower Manhattan.

Members of the Spanish-based organization concerned with the exploitation of animals are exploiting their own nearly naked bodies to attract media and public attention to the growing popularity of bullfighting both in America and amongst American tourists overseas.

The protest is taking place in front of the Charging Bull—the bronze sculpture symbolizing Wall Street on its better days—in Bowling Green Park today at noon. In an attempt to debunk the romanticized image of the matador and his cape and show the bloody reality of bullfighting, three activists from the organization, two women and one man, clad only in tiny pieces of underwear, will play the role of bulls in bullfights to demonstrate the injuries inflicted on the animals in the ring says Equanimal protest organizer Oscar Horta.

“They will be naked and wearing fake blood and kind of hooks called the banderilla,” Horta explains. “They are hooks with which they are harming bulls in the bull ring. Many people think that bulls aren’t really harmed that they just make them run by flags and it’s not like this at all. They are killed in bull rings. They are harmed in these bull fights.”

Nudity is nothing new for the organization formed in 2006 and headquartered in Madrid. Equanimal often incorporates elements of nudity into their demonstrations; the point of which being at least partially to attract media attention to its causes Horta says. Equanimal performs three to four mass public demonstrations every year like its bullfighting protest last May where 300 naked activists laid down in front of Las Ventas bull ring in Madrid.

Bullfighting has gained domestic popularity over the past few years in states like California and Nevada leading Equanimal to stage West-coast protests at bullrings in cities like Las Vegas.

“There’s been more and more during the past years, and apart from this, we’ve found out that in countries such as Spain, a big number of the public are foreign tourists,” Horta says. “Many of them are American, so even if we were campaigning in the actual countries in which they are being carried out, we thought it was also important to reach the American public and collaborate with organizations here in the U.S. to spread the message to the American public because they can really play a role, which may be instrumental in the prohibition of bullfighting, which is what we are hoping to do.”