The Seaspiracy effect: 65,000 people ditch meat and fish for May – backed by Joanna Lumley
And 60 senior staff at King’s College Hospital London sign up for the challenge
7th May 2021, London, UK: The annual No Meat May campaign kicked off this week with a record 65,000 sign-ups – a 91% increase on 2020 – with more than a third (34%) of those taking part citing the impact of overfishing as a key reason for them to try a meat and fish-free diet for 31 days. This is in part due to the awareness raised in recent documentary Seaspiracy, which outlines the damage industrial scale overfishing is causing to the environment and ocean ecosystems.
The 2020 No Meat May campaign received over 34,000 sign-ups, 23% of whom were concerned about overfishing – meaning awareness and concern for our oceans among participants has increased by 50% in 12 months. Consistent with last year, the majority (81%) of sign-ups to the 2021 campaign cited health as a key driver for them to take the 31-day meat-free challenge.
Taking part in this year’s challenge are 60 staff from King’s College Hospital, London, who were inspired to sign up for the No Meat May campaign as part of the hospital’s new sustainability strategy. Dr Shireen Kassam, a consultant haematologist at the hospital, was instrumental in encouraging members of staff to take part. Dr Kassam is also founder of Plant Based Health Professionals UK, an organisation of more than 600 health professionals who aim to promote the health and environmental benefits of a plant-based diet based on wholefoods such as fruit, vegetables, nuts, wholegrains and legumes.
Actress Joanna Lumley has given her support to the campaign, stating: “Why not give it a try? Day by day, go without meat, or cut down on how much you consume. Eventually we are all going to have to reduce our reliance on the world struggling to feed cereals to fatten animals to be eaten by rich countries, so why not start now. I am as fit as a very fit flea and I never eat meat or fish… so truly it will not harm your health. Try it. Please. Just for May.”
King’s College Hospital staff taking part in No Meat May include Chief Financial Officer Lorcan Woods, Chief Nurse Nicola Ranger, and Chief Digital Information Officer Beverley Bryant. They will be able to sign up to a series of helpful webinars throughout the month of May, organised by Plant Based Health Professionals UK in conjunction with King’s College Hospital, and including a Mexican food cook along with GP and Ready, Steady, Cook participant Dr Hayley Tait.
Members of the public who sign up to No Meat May will also receive a stream of plant-based recipes, cooking demonstrations and live feeds from a range of top chefs and dietitians (with a few celebrity cameos along the way). No Meat May aims to help those cooking at home to eat well and feed their families with healthy, affordable, meat-free meals.
A recent survey of 2,000 people commissioned by No Meat May in conjunction with OnePoll, found that two thirds of Brits (66%) would rather die early than give up meat, while one fifth (20%) also believe their health would decline as a result of going plant-based.
Dr Shireen Kassam comments: “Removing meat from the diet and replacing it with healthy plant foods is one of the best things you can do for your personal health. This includes lowering your risk of heart disease (the leading cause of death for men and women), type 2 diabetes, certain cancers and maintaining a healthy weight. There is even evidence to suggest that avoiding meat improves sexual function and sperm quality in men!
“In addition, adopting a vegan diet is one of the most impactful actions we can take as individuals to reduce our carbon footprint and play our part in addressing the climate and ecological crises. It’s actually never been easier. Supermarkets, restaurants and public catering all now include vegan options, and a varied, plant-based diet is anything but boring, rather it’s full of abundance and flavour.”
No Meat May urges consumers to pledge to give up meat for four key reasons: their health, the environment, for animals, and to ensure a more sustainable food system for all. Research has shown that a plant-based diet is the most significant way to reduce an individual’s carbon footprint, as well as the potential to improve their health. And with over 70 billion land animals farmed for food annually, everyone who opts to undertake the 31-day challenge will save, on average, the life of one animal per day during No Meat May (including land and sea animals). They will also reduce their greenhouse gas emissions by up to 73% if they exclude both meat and dairy.
Ryan Alexander, No Meat May’s co-founder, said: “Significant research over many years has shown that eating meat and other animal products is not only hugely damaging to the environment but can increase the risk of developing certain cancers, obesity and reduced life expectancy. The coronavirus pandemic has also served to highlight the link between our over consumption of animals and public health crises. Our survey has confirmed that many people are not aware of the impact of their food choices. It’s vital that the causes of these big issues are really brought to the attention of the public, so they can make fully informed choices about what they put on their plate.
“We’re delighted that King’s College Hospital has chosen to take part in the campaign as part of their new sustainability strategy. We hope that more health professionals and business leaders will be inspired by this move and seek to implement campaigns such as No Meat May in their own corporate responsibility programmes.
“Giving up meat might seem hard but it’s never been easier – there are so many brilliant plant based options out there, particularly in the UK. And when you join No Meat May, you get thousands of people from around the world cheering you on and sharing their veggie cooking discoveries. It’s a really fun journey and a fulfilling one – for your health, your soul and your taste buds.”
The No Meat May effect tends to continue long after the month of May is over, with more than 90% of past participants going on to reduce their meat consumption and one third reporting a life changing experience.
For more information or to sign up to No Meat May, visit nomeatmay.net or head to Facebook, Instagram or Twitter.
ENDS
For further information, images or interviews, contact:
Caroline Burgess-Pike, Eden Green PR
Tel: 07742766640
Notes to editors:
HOW DO YOU PARTICIPATE IN NO MEAT MAY?
- Visit the No Meat May website and sign up
- Challenge your friends and colleagues to join you and/or share your journey on social media
- Download recipes and nutritional advice from the site to get you inspired
- Take photos of what’s on your plate for the month, hashtag #NoMeatMay and tag others to get involved OR if you’re feeling fruity, take a #vegelfie selfie
About No Meat May:
No Meat May is a campaign and registered charity [ABN – 82 411 998 933] that challenges people to eliminate meat from their diets for 31 days, for four big reasons (health, environment, animals, and food security).
Launched in 2013 by Ryan Alexander & Guy James Whitworth, a couple of passionate creatives wanting to do some good – No Meat May started with 30 of their friends all giving up meat for the month of May. Many of whom are now active contributors and part of the No Meat May team.
With participation more than doubling year on year, No Meat May is now a global campaign experiencing exponential growth, with thousands of new recruits participating each year. Surveys of participants confirm that 94% of people reduce or eliminate meat permanently after completing the 31-day challenge.
We recognise that people change incrementally over time – and provide a safe stepping stone, evidence based information and support for that bold first step.