Animal rights group BeFairBeVegan scored a major publicity coup for its new Toronto awareness campaign promoting veganism on Monday, when actor Joaquin Phoenix attended a media event at one of the city’s busiest subway stations.

Phoenix was in Toronto for the Toronto International Film Festival, where his latest film Joker played on Monday. According to BeFairBeVegan, the actor has been a vegan since he was three years old.

BeFairBeVegan’s eight-week Toronto campaign launched last week and includes a streetcar wrap, 20 bus murals and 10 transit shelter posters. The four-week installation at the St. George subway station includes stair risers and wall decals. The campaign is also running in Montreal.

The Colorado-based organization created a GoFundMe campaign earlier this year to bring the awareness campaign to Toronto. As of Tuesday, the campaign had raised just over $27,000 of its stated $50,000 goal.

Pattison Outdoor’s rate card for a 100-foot wrap on one of the TTC’s Flexity Outlook streetcars lists the price at $70,000 for eight weeks, plus a $23,000 production/install cost.

The campaign first launched in New York in 2016, and has also appeared in Seattle and Melbourne. It features stark black-and-white images of animals including cows and pigs, accompanied by messages such as “I feel. I think. I know,” “Imagine being born to be caged,” and “Imagine losing every one of your babies.”

According to BeFairBeVegan, 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.”