In the U.K the former Beatle, Paul McCartney has recently launched the campaign Meat free Mondays, a play on 'Fish Free Fridays'. Meat Free Mondays is a concept that is undoubtedly influenced by the radical experiment happening in the Belgian city of Gent famed more for its seafood, rather than the lentil burger.
According to the UN Food and Agriculture Organisation meat is responsible for 18% of greenhouse gas emissions and it turns out that the eating meat is one of the most carbon intensive things a human being can do. So the flemish people have been encouraged to give up meat on Thursdays, not only to reduce obesity; and their impact on the climate, but also to combat cruelty to animals under some intense meat and dairy farming.
McCartney is also a patron of The Vegetarian Society, so has also been highlighting the environmental benefits of a vegetarian diet. The Meat Free Mondays (MFM) campaign has drawn popular support from a wide range of celebrities from around the globe including Woody Harrelson, Joanna Lumley, and Monty Don.
I personally think it is a good way raise peoples awareness and get them to reflect on their eating habits. It is also a good way of encouraging people to perhaps consider making some alternative food choices without being accused of pontificating about a vegetarian diet.