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Technical and Scientific Resource to Meatless Monday

Technical and Scientific Resource to Meatless Monday

CLF and Meatless Monday

The Center provides technical assistance and serves as a science advisor to the national Meatless Monday campaign. The Center harnesses expertise from throughout JHU to conduct activities that contribute to the scientific foundation of the campaign. This includes a range of work that builds upon the Center’s comparative strengths as an interdisciplinary academic center within a school of public health, and includes: research projects, literature reviews, communication and science translation activities, educational programming, as well as outreach activities that engage selected public health and nutrition science communities.

How it all began

The Center for a Livable Future (CLF) has been integrally involved with the Meatless Monday campaign since its creation in 2003 as a product of several conversations between CLF staff and advertising mastermind, Sid Lerner about high-fat American diets and the increased risk of chronic, preventable diseases.  National dietary recommendations in the Surgeon General's Healthy People report and by the American Heart Association suggested reducing consumption of saturated fat - found mainly in meat and animal products - by about 15 percent. Recognizing that 15 percent works out to one day of the week and remembering back to the Meatless Monday rationing strategy used during both world wars, Sid Lerner worked to revitalize Meatless Monday as a public health campaign with a creative grassroots marketing strategy. The goal of the campaign is to encourage people to refrain from eating meat one day a week as a way to improve not only individual health, but also the health of the planet by reducing the environmental burden associated with meat production.

Building upon the success of Meatless Monday and leveraging the unique cultural associations of Monday as a day for starting healthy behaviors, the Monday Campaigns organization was founded in 2009. Today, working with the Lerner Center for Public Health Promotion at the Johns Hopkins Bloomberg School of Public Health,  the Lerner Center for Public Health Promotion at the Maxwell School of Syracuse University, the Columbia Mailman School of Public Health, and many other organizations across the country, the Monday Campaigns aims to help end preventable disease in the U.S. using the “Monday approach” of communicating health messages surrounding physical activity, stress reduction, smoking cessation, sexual health and nutrition. Based on two literature reviews conducted by the Center, using weekly periodic prompts and tapping into natural behavior patterns on Mondays (a day that people are more likely to go to the gym, start a diet, quit smoking, etc.) can help to improve health promotion strategies.

Meatless Monday Outreach

Eat Forum

The Johns Hopkins Center for a Livable Future (CLF) is thrilled to attend the EAT Stockholm Food Forum, where we’re exploring a range of solutions for achieving healthy and sustainable diets and representing Meatless Monday, a campaign for which we serve as technical adviser.

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Global Climate Action Summit

On the eve of the Global Climate Action Summit (GCAS) in San Francisco, the Johns Hopkins Center for a Livable Future (CLF) and the Meatless Monday Campaign co-hosted an event to highlight the role businesses, organizations, and communities can play in shifting towards climate-friendly diets.

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