Animal Aid

Meat-Free Monday: The Movie

Posted 12 February 2010

What a difference a day makes is the title and main theme of a beautifully produced, highly watchable, mini film launched this week by Animal Aid, which features a soundtrack donated by famous musician and vegan advocate, Moby. With world leaders having failed to agree on meaningful initiatives at the recent Copenhagen Climate Change Conference, the film declares that it is now time for individuals to take personal responsibility for helping to save the world and, towards that end, people should adopt at least one meat-free day a week.

What a difference a day makes was created by leading, London-based design company, Taylor McKenzie Creative Communication and features Moby’s iconic track, In my heart. The music accompanies fast-paced and creative graphics that dramatise the environmental benefits of designating one day a week as meat-free.

The film, lasting just 1 minute 50 seconds, can be viewed on the Meat-Free Monday website and is posted on You Tube and other sites. Viewers are urged to ‘pass it on’ by way of a website link.

Said Craig Wilkinson and Kate Bowen from Taylor McKenzie:

We decided to approach Animal Aid about a film promoting the Meat-Free Monday campaign. We were keen to use our skills to bring this simple message to life and produce a film that was compelling enough for people to want to pass on to friends and colleagues. The film was designed and produced entirely in-house using SoftImage and AfterEffects over a two month period.

According to the United Nations Food and Agricultural Organisation (FAO), the farming and slaughtering of animals rates as one of the top three causes of all the major environmental problems confronting the world. These include land degradation, climate change, air pollution and water shortages. According to a landmark 2006 FAO report, animal farming is responsible for 18 per cent of global greenhouse gas emissions, which is more than the entire transport sector combined. The message of Animal Aid’s new film is that, if everyone in the UK committed to at least one meat-free day a week, this would result in emissions reductions equivalent to taking more than five million cars off the road.

The adoption of a meat-free diet can also help to ease world hunger. That’s because many more people could be fed if food was grown to feed people directly.

Says Animal Aid Campaigns Officer, Kelly Slade:

Animal Aid doesn’t try to conceal the fact that we would like people to give up eating meat altogether. But stopping for one day a week is a great start, and this simple action really will make a difference to the planet, and, of course, to the millions of farmed animals killed for their flesh each day in the UK alone. Reducing the amount of animal products in our diets will also help to boost our health. If enough people took this simple step the message would be received loud and clear by the leaders attending the next United Nations Climate Change Conference in Mexico City in December.

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