More than 300,000 people pass through the square every day, and will be exposed to the pro-vegan message

Joaquin Phoenix stars in the major new campaign (Photo: PETA)

Vegan actor Joaquin Phoenix has partnered animal rights charity PETA to star in a major billboard campaign in New York's Times Square.

The poster, which promotes an anti-speciesism message, shows an image of Phoenix with a chicken alongside the slogan: "We Are All Animals."

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Academy Award nominee Phoenix, the star of upcoming film Joker, has worked with PETA on a number of occasions, advocating for sheep, fish, and dogs among other animals.

Around 300,000 people will see the poster every day, according to PETA (Photo: PETA)

Another animal's eyes

"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 Phoenix, who has been vegan since he was three-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?" PETA said in a statement.

"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."