Joaquin Phoenix is a talent who comes along once in a generation. And as if that weren’t enough, he also has one of the biggest hearts in Hollywood when it comes to animals.

Coinciding with the release of one of the most highly anticipated movies of his career, the Joker star is joining forces with PETA once again to share a very simple truth with the world: “We Are All Animals.”

Joaquin’s campaign also encourages everyone to “live vegan” and help “end speciesism,” which—like sexism, racism, and other forms of discrimination—is an oppressive belief that promotes the idea that all other animal species are inferior to humans. 

“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,” says Joaquin, who has been vegan since he was 3 years old.

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.