PSAs: WildAid & China Supporting China’s push to reduce meat consumption

In response to the Chinese dietary guidelines announcement to eat less meat, PSAs were produced featuring Governor Arnold Schwarzenegger, James Cameron, and Li Bingbing to highlight meat’s impact on the environment, climate and health.

Less Meat, Less Heat, More Life is a public service announcement (PSA) campaign in China featuring PPTF Founder James Cameron, Governor Arnold Schwarzenegger, and China’s most famous actress, Li Bingbing. Produced by WildAid, the campaign was launched in support of the Chinese Nutrition Society’s recommendation of 50% meat reduction.