Building a Global Movement One Monday at a Time

Purpose

Public health professionals have a unique opportunity to unite countries by working towards a universally popular goal – to improve the health of all people.  The challenge is determining which behaviors to address and when and how to market them. One impactful approach for nutrition interventions is to leverage weekly cycles to promote better food choices as a way to improve both health and the environment.

Methods

The “Meatless Monday” campaign provides a prime example of how to leverage the behavioral tendency of people across cultures to seek out health information on Mondays. Its moderate message of meat reduction one day a week and the use of Monday as the recurring cue to do so, has grown the campaign into a global movement, with adaptations in over 30 countries spanning six continents.

Results

To strengthen the campaign’s global presence, The Monday Campaigns formed a global coalition of Meatless Monday leaders, connecting them together to share resources and reach common goals. The tremendous collaborations made through this coalition provide a model for how other health campaigns can leverage grassroots communication, tailored messaging, and international partners to reach a wide variety of audiences.

Recommendations

Grassroots health campaigns are made successful through strength in numbers. Choosing goals that resonate across cultures, allowing for flexible messaging, and sharing ownership of concepts with international partners can increase the impact of a campaign on a global scale. This session will provide actionable tips for how other campaigns can increase their global presence and reach audiences worldwide.