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I am biased toward reduced meat intake, but I do enjoy eating meat as well.
People that want to eat meat every day regardless of health, environmental, and
economic benefits are clearly not the target audience here.
"Meatless Monday" can be an effective way for those that are interested in changing their lifestyles get started. It doesn't really seem like a huge change, and the catchy slogan evokes the marketing of "Taco Tuesday" or "Pizza Fridays." Anyone that hates tacos is obviously not going to eat tacos because it's Tuesday, but those that enjoy the occasional taco may be inclined to eat one because of the marketing. It's a reminder that you enjoy something, and while it may not be an everyday sort of thing, it can be a once-a-week plan.
Some may argue that there's no reason why it should be held on one specific day of the week, but specifying can increase solidarity for those involved. It can be a major lifestyle change for people to reduce their meat intake, even if it is something they desire to do. So, those that participate in "Meatless Mondays" can have support from their friends and neighbors that are also trying to eat less meat.
At worst, the campaign will make people think about what they are eating, and at best, it will help people that wish to eat less meat change their lifestyles one step at a time.
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who am I to refuse the universe?
-Leonard Cohen, Beautiful Losers
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