‘We are all animals’
There was no ‘joking’ around for Joker star, Joaquin Phoenix, when he was asked to feature in PETA’s newest anti-speciesism campaign. Indeed, animal-cruelty is no joking matter.
PETA has scheduled the new campaign to launch at roughly the same time as the greatly-awaited film, Joker, which is due to hit cinemas early next month.
The timing of the two, tied with Phoenix’s popularity, should help to bring even greater attention to PETA’s campaign.
“We are all animals,” reads the campaign poster with the message “End Speciesism. Live vegan.”
The billboard shows Phoenix with a chicken, whose eye is positioned precisely over his so that both human and chicken eyes appear aligned.
‘We’re all the same’
Phoenix comments: “When we look at the world through another animal’s eyes, we see that inside we’re all the same – and that we all deserve to live free from suffering,”
The poster will be positioned on a Times Square billboard in New York City in the US, where thousands of people pass through each day.
PETA said in a statement: “PETA’s making sure our message of equality and empathy stands out in a big way – and we figured, what’s bigger than Times Square?”
“Joaquin’s stunning campaign will be getting prime placement on its very own billboard in one of the world’s most visited tourist attractions, urging more than 300,000 visitors who pass through the square every day to consider the ‘end speciesism’ message.”
‘The worst thing I’ve ever seen’
Long-time vegan Phoenix has partnered with animal rights charity PETA in numerous campaigns over the years.
He has helped in attempts to expose the cruelty of the wool industry, the fishing trade, and China’s horrendous dog leather economy, which he called “the worst thing I’ve ever seen.”
The actor was raised in a vegetarian family, but at age three, he went vegan. He has been repeatedly commended for using his name and celebrity status to support and garner awareness for animal rights issues.