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Joaquin Phoenix has promoted an ‘uncompromising vegan message’ by supporting the launch of a major new campaign.
Animal justice organization BeFairBeVegan created the new campaign which will be broadcast for eight weeks throughout Toronto, and includes a broad range of media, including a Flexity streetcar wrap, 20 bus murals and 10 transit shelter posters.
Phoenix appeared at St George Transit Station, a key transit hub that sees high foot traffic, just hours before receiving the Tribute Actor Award at the city’s film festival yesterday.
Vegan advocate
Phoenix, who has been vegan since the age of three, has supported BeFairBeVegan since its 2016 launch.
“In addressing our speciesist attitudes toward other animals, BeFairBeVegan encourages us to consider that our core similarities are far deeper than our surface differences. Now, more than ever, the world needs to hear this message,” Phoenix said in a statement sent to Plant Based News.
“Founded in 2016, BeFairBeVegan’s message focuses on the inner experiences of the animals we use for food, fabric, research, entertainment, and other exploitative purposes,” a spokesperson added.
“The ads are intended to remind viewers that our fellow animals are much more similar to us than we usually acknowledge, and that it is the consumer choices of each individual that keeps these sentient beings in bondage.”
