PEOPLE has an exclusive first look at the new spot to go with the campaign. In the video,  the Joker actor and longtime animal rights advocate, speaking from his own kitchen, encourages animal lovers to adopt a vegan diet.

“There’s so much pain in the world that we are powerless over, but being party to animal suffering is not one of them,” Phoenix says in the clip.

The Oscar winner’s message is paired with undercover footage from PETA’s recent investigation into a major U.S. egg farm, where the animal rights organization says they found severe overcrowding and cruel euthanization methods.

“It’s easy to escape personal responsibility by actively avoiding the truth. But I hope you will join me in rejecting animal cruelty,” Phoenix adds in the spot, advising that adopting a vegan diet can help diminish animal cruelty and offer other benefits.

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This is just one of Phoenix’s numerous efforts to support animal rights. This year, he helped save a cow and her calf from a slaughterhouse and attended a vigil for slaughterhouse pigs immediately after winning a SAG award.

Original Article > by Kelli Bender, People