Here in the US, the Obama administration has been reluctant to encourage people to eat less meat for health and environmental reasons. The 2015 US Dietary Guidelines, for instance, remained fairly muted on the topic after fierce lobbying by the meat industry.
But in China, where livestock emissions are soaring and obesity is on the rise, officials are being far less circumspect. The Chinese Nutrition Society (CNS) is now enlisting celebrities like Arnold Schwarzenegger, director James Cameron, and actress Li Bingbing in a nationwide campaign urging people to cut their meat consumption in half — in line with new dietary recommendations.
The campaign, taglined "Less Meat, Less Heat, More Life," will tout the climate benefits of lower meat consumption and feature PSAs on billboards and televisions across China. Here’s Schwarzenegger (who has long been encouraging people to go part-time vegetarian for eco reasons) and Cameron (an outspoken vegan) talking about it: