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I think this is a good idea wrapped in a bad package. As a former vegetarian, I'm all for it, but you can see people's reaction to it.
It's kind of like those "boycott BP/Shell/evil-oil-company-of-your-choice for a day" campaigns that aimed to hurt the oil companies when gas prices spiked.
Even though reducing petroleum consumption is something most people can get behind, many people reacted badly to the idea either because they resist being told what to do, or because they spotted the obvious logical flaws (you'll just buy gas another day).
It's a nice marketing concept - it's alliterative, it echoes other "day of the week" campaigns like Taco Tuesday (irony) or Thirsty Thursday at our local ball park, and it makes it manageable - it's only one day a week.
But I think you're going to hit a stubborn streak among those carnivores who, in my experience, bristle at the mere fact of vegetarianism as though it was a personal affront and attack. Or even among people who are amenable to the idea but react against the idea joining some deprivation pledge.
I think the campaign might get a better response if it was targeted positively ("Go for the Greens!" or "Eat Local") rather than negatively - meatLESS, eliminating something pleasant.
It's all in the framing!
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"If ten million people believe a foolish thing, it is still a foolish thing."
- Anatole France
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