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Section B: Meatless Monday Update
Peggy Neu and Ralph Loglisci
Copyright © 2012 Johns Hopkins University, Peggy Neu, and Ralph Loglisci. Creative Commons Attribution-NonCommercial-ShareAlike License 3.0.
Meatless Monday Update
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3
Peggy Neu
n
President of The Monday Campaigns
n
Twenty years in senior executive
positions at Grey Worldwide
n
Executive Vice President of Noral
Group, a consulting firm based in
Washington, D.C., that specializes in
social marketing
n
Has worked on projects with CARE,
The United Way, The Ad Council, the
US Department of Health and Human
Services, Aetna, and Kaiser
Permanente
n
BA in art history from Manhattanville
College
4
Ralph Loglisci
n
Project Director for the Johns Hopkins
Healthy Monday Project
n
Communications Director, Pew Commission
on Industrial Farm Animal Production
(PCIFAP)
n
Communications Director, Johns Hopkins
Berman Institute of Bioethics
n
Fifteen years working as a broadcast
journalist, including WBAL-TV in Baltimore
n
Recipient of several awards, including a
Washington D.C./Baltimore Emmy award for
best newscast
5
A Tipping Point?
n
Question: Has the campaign reached a tipping point?
6
Washington Post Article
“But I’m as susceptible to peer pressure as the next person.
More and more of my friends are going meatless on Mondays,
and it is nearly impossible to pick up a magazine, turn on the
TV or go online without hearing about the movement.”
— David Hagedom
Real Entertaining: A Meatless Labor Day Dinner
August 31, 2010
7
The Time Has Come
n
The campaign was ahead of its time and the rest of the world has
caught up
n
Many different reasons to eat less meat are all converging
-
-
-
Health and health care crises
Environmental concerns and climate change
Health and ethical concerns about how we raise animals for
food
8
How Has the Science Changed?
n
Question: How has the science changed since the launch of the
campaign?
9
Growing Environmental Concerns
n
Livestock’s Long Shadow (UNFAO, 2006)
-  Livestock responsible for 18% of GHG emissions
  More GHG emissions than transportation
-  However, livestock sector’s potential contribution to solving
environmental problems is equally large
  Major improvements could be achieved at reasonable cost
n
“Give up meat for one day [a week] initially, and decrease it from
there.”
-  Dr. Rajendra Pachauri, head of the UN Intergovernmental Panel
on Climate Change (September 2007)
10
More Data on Health Benefits of Less Meat
n
Nurses health study
-  Conclusions: “These data suggest that high red meat intake
increases risk of CHD (coronary heart disease) and that CHD risk
may be reduced importantly by shifting sources of protein in
the US diet.”
-  Source: Bernstein et al. (2010). Major dietary protein sources
and risk of coronary heart disease in women. Circulation, 122,
876–883.
11
Health and the Environment
n
Meatless Monday began as a campaign focusing on dietary health
and saturated fat
-  Most salient message at the time
n
Pew (National) Commission on Industrial Farmed Animal Production
helped raise awareness about IFAP in the general public
12
The “Meatless Monday” Moment on Oprah
n
Question: Would you tell us about the famous “Meatless Monday”
moment on Oprah?
13
Michael Pollan on Oprah
“I’m not talking about
going vegetarian, but even
one meatless day a week—
a meatless Monday, which
is what we do in our
household.”
“To the extent we push
meat a little bit to the
side and move vegetables
to the center of our diet,
we’re also going to be a
lot healthier.”
Photo Source: http://commons.wikimedia.org/wiki/File:Michael_Pollan_at_Yale_1.jpg. Creative Commons BY-SA.
14
Gained Momentum in 2009
n
Sir Paul McCartney launches “Meat Free Mondays” in the UK
n
Baltimore City Schools serve up Meatless Monday—and a national
controversy
15
Baltimore City Schools Serve up Meatless Mondays
16
Baltimore City School Food Program
Tony Geraci (center),
Baltimore City Food
Service director, with
food service staff
Tony Geraci’s Great Kids Farm at Bragg Nature
Center is an organic working farm owned by
Baltimore City Public Schools. It is a teaching
farm where students come to learn about how
food is grown.
Photo sources: Edutopia and Maryland State Department of Education.
17
Celebrity Chefs
Photo Sources: Mario Batali by Charles Haynes via Flikr.com (Creative Commons BY-SA. Wolfgang Puck by Toglenn via
Wikimedia Commons (Creative Commons BY-SA)
18
Thankful Body and Taste Buds
19
Why Has It Caught On?
n
Question: What is it about the idea of “Meatless Monday” that has
caught on?
20
Why Meatless Monday?
n
Has the elements of a great advertising campaign
n
Simple
-
You know exactly what to do
n
Doable
-  One small tangible step
n
Memorable
-  Alliteration gives it a ring
n
Original vision as a grassroots movement
21
What Can One Take Away from the Campaign?
n
Question: What can a public health student take away from the
campaign?
22
Lessons from the Campaign
n
Collaboration between marketing/advertising professionals with
public health experts
n
Focus on core ideas and big picture
23
The Meat Industry’s Reaction
n
Question: What has been the meat industry’s reaction to the
success of the campaign?
24
Meat Industry Reaction
n
Not happy about it!
n
Most concerned about larger, institutional programs
n
Not much of a compelling argument
n
Controversy generates awareness
25
What’s Next?
n
Question: What is next for the campaign?
26
What’s Next?
n
Make the campaign mainstream
n
Shift focus from individual
campaign to institutions and
organizations that feed larger
groups of people
n
Weekly publishing features
27
Goal: Weekly Health and Recipe Column
n
Over 100 weekly features in blogs, Web sites, and magazines
28
Goal: More School-Based Programs
n
Goal: more school-based nutrition and cafeteria programs
29
Goal: Corporate Cafeterias Serving up Meatless Monday
n
Goal: more corporate cafeterias serving up Meatless Monday
-  Johns Hopkins Hospital
-  Johnson and Johnson
-  Rodale
-  Bloomberg
-  Sodexo
30