Here in the US, the Obama administration has been reluctant to encourage people to eat less meat for health and environmental reasons. The 2015 US Dietary Guidelines, for instance, remained fairly muted on the topic after fierce lobbying by the meat industry.
But in China, where livestock emissions are soaring and obesity is on the rise, officials are being far less circumspect. The Chinese Nutrition Society (CNS) is now enlisting celebrities like Arnold Schwarzenegger, director James Cameron, and actress Li Bingbing in a nationwide campaign urging people to cut their meat consumption in half — in line with new dietary recommendations.
The campaign, taglined "Less Meat, Less Heat, More Life," will tout the climate benefits of lower meat consumption and feature PSAs on billboards and televisions across China.Government campaigns of this kind have been helpful in reducing smoking in the U.S. and elsewhere, and we can hope that this campaign in China will not only be successful, but will set a trend for other countries to follow.