Pamela Rhubart, MPH, Center for a Livable Future, Johns Hopkins Bloomberg School of Public Health, 615 North Wolfe Street, W8503, Baltimore, MD 21205-2179, 410-502-0447, prhubart@jhsph.edu

To help reduce saturated fat intake and encourage increased consumption of healthier dietary alternatives, Johns Hopkins Bloomberg School of Public Health has teamed up with the Meatless Monday campaign. The JHCLF conducted formative research, including focus groups and a national survey, to help the campaign develop its strategy and messages. Overall, people considered the health benefits a better reason for reducing meat consumption than the environmental problems associated with industrial meat production. Consumers are knowledgeable about the importance of nutrition for good health and are aware of the link between meat consumption and cardiovascular disease. As a result, many have decreased their intake of red meat and increased their intakes of poultry and fish. Most people were not as concerned about the negative environmental effects of meat production because they did not see that as a problem that could directly affect them or their families, as they did the health risks of eating meat and saturated fat. It is not clear whether this reflects an impermeable lack of concern for the environment and animal welfare associated with industrial animal production or a lack of understanding these issues.

Learning Objectives:

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.