“One Day a week, Meatless Happiness” public interest theme login to New York Times Square


July 31, 2018 - August 2, 2018,GoalBlue and Sina Weibo Public Welfare Channel jointly launched "One Day aweek, Meatless Happiness”. The theme of public welfare is to appeal to thepublic to reduce red meat consumption. Studies have shown that the greenhousegas produced by livestock farming accounts for 14.5% of the total globalgreenhouse gas emissions, exceeding the total emissions of all vehicles on theplanet. Reducing red meat consumption is actually very helpful in curbinggreenhouse gas emissions and mitigating climate change.


In this event, sponsors have invitedinfluencers on Sina Weibo Alex, Ding Yichen, Daxiong, Amanda's SmallKitchen and American actor Ian Somerhalder (known for his role in "The Vampire Diaries"). They joined theirefforts to reduce the consumption of red meat and encourage to abstain frommeat just one day a week.


This public welfare event hasattracted wide attention both online and offline. The total number of hashtags#OneDayaWeekMeatlessHappiness on Sina Weibo has reached 7.02 million. The  campaign was also displayed on the NASDAQscreen in New York Times Square, showing to the world the actions and effortsof Chinese people in protecting the environment.


One Day aweek, Meatless Happinessis an important part of GoalBlue's program Smart Eating. GoalBlueadvocates for improving our lives by switching to a diet based on white meat andrich in fruits and vegetables, thus achieving a healthier and greener lifestylethrough a small change in daily life.