Listen to the Story. Embed Close embed modal. There's a movement afoot aimed at changing the way we eat one day a week. The Meatless Monday campaign is backed by public health advocates, chefs and suburban moms who want to tackle the problems of cholesterol and heart disease. One risk factor for these chronic conditions is consuming too much saturated fat — the type of fat found in meat.
Sid Lerner, 79, founded Meatless Monday. Allison Aubrey/NPR hide caption. i toggle caption Allison Aubrey/NPR. Sid Lerner, 79, learned the art of persuasion during his 50-year advertising career on Madison Avenue. One of the most successful campaigns he ever worked on was the "Squeeze the Charmin" campaign. In the commercials.
grocery shoppers can't keep their hands off the irresistibly soft Charmin toilet paper. Lerner has a good laugh thinking back to those commercials.
Making something dull seem irresistible was a leap, but he says he basically faces the same challenge selling the concept of Meatless Monday. He has to turn the mundane idea of "moderation" into something irresistible. Playing On The Rhythm Of The Week. Lerner says the campaign uses the rhythm of the week to its advantage: Friday is payday, Saturday is play day, Sunday is pray day. It's ripe for change, he says.
He wants people to cut back on saturated fat by eating three meatless meals on Mondays. He's started his own nonprofit and has a few employees who spend their days blending social media and Madison Avenue technique to spread the word. Lerner raises money from foundations and collaborates with health experts. To help make the message exciting, he's trying to bring top chefs into the fold.
Wolfgang Puck and Mario Batali have both endorsed the concept, offering some Meatless Monday options. And simultaneously, Paul McCartney has pushed Meat Free Monday in England. "How do you make moderation sexy, fun and doable without being a nag or a nanny?" Lerner asks on his way to Dovetail, a swanky restaurant on the Upper West Side of New York City. Dovetail is run by rising-star chef John Fraser, who is backing the Meatless Monday movement and cooking up a whole meatless menu of vegetarian options each Monday. The dining room was packed. "I just had the tempura with curry — it was unreal," says Sarah Post, who's dining with her fiance and another couple.
They started their meal with a chilled sweet pea soup. Post says that while she's not a vegetarian, she likes to eat healthy. And she's open to the concept of cutting back once a week — though she didn't commit on the spot. Lerner says the goal is to have people change their eating habits incrementally — and not feel as if they're giving up anything. The diners at Dovetail, he says, are proof that going meat-free one day a week doesn't take people out of their comfort zones. Yet it may raise their awareness about how much animal fat they normally consume. Lerner still eats meat and enjoys it.
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But his wake-up call came about a decade ago. His doctor told him that his cholesterol and blood pressure were way too high, and his diet was a big part of it. His father had died of heart disease, and when he looked around, he saw these lifestyle diseases everywhere. When Lerner researched the numbers on just how much meat Americans were really consuming, he was surprised.
Back in 1950, when Lerner was a young man, the norm was about 2. 8 pounds of meat a week. Jump forward to 2006, and consumption increased about 50 percent. Meat isn't the only source of saturated fat, and there are plenty of lean cuts of meat.
But overall, Lerner says it just seemed like way too much. Tiny Desk Kitchen Video: Is Honey Good Medicine Or Just A Sweet Treat.