Following Joaquin Phoenix‘s Oscar acceptance speech – in which he spoke out against all forms of injustice, including the cruelty of the dairy industry – and after Amul put out a thoughtless ad showing butter being smeared onto Phoenix’s likeness, even though the star’s vegan (and therefore dairy-free) lifestyle is well known, PETA India’s billboard featuring the Hollywood actor and Joker star has been placed in strategic spots in Bengaluru, Delhi, and Mumbai. With this campaign, Phoenix aims to help us remind his fans that “We Are All Animals.”
The ad urges people to “live vegan” and help “end speciesism”, which is the damaging belief that – despite their extraordinary talents, abilities, and intelligence – all other animal species are inferior to humans. In response to Amul’s faux pas, PETA India sent a letter to its managing director, RS Sodhi, urging him to have the company make plant-based products
The joke’s on you @Amul_Coop
Do the cows a favour and switch to making soya, almond, oat or other plant milk. https://t.co/vdjqXk9hxl
— PETA India (@PetaIndia) February 11, 2020
“When we look at the world through another animal’s eyes, we have to realise that inside we’re all the same – and so we all deserve to live free from suffering”, says Phoenix, who has been vegan since he was 3 years old.
As seen in PETA India’s exposé “Glass Walls“, in today’s meat, egg, fishing, and dairy industries, pigs are often stabbed in the heart as they scream in pain, chickens’ throats are cut while they’re still conscious, fish suffocate or are cut open while they’re still alive, and calves are torn away from their mothers shortly after birth. This is so that humans can steal the milk meant for them. At the slaughterhouse, animals are commonly killed in full view of one another and dismembered while they’re still conscious.
Eating animals also wreaks havoc on human health. The consumption of meat, eggs, and dairy has been conclusively linked to suffering from cancer, heart disease, strokes, diabetes, and obesity. In addition, a United Nations report concluded that a global shift towards vegan eating is necessary to combat the worst effects of climate change.
Recently, Phoenix wore a vegan (that is, free from animal-derived materials) suit in a campaign against wool for PETA US that proclaimed, “Cruelty Doesn’t Suit Me.”