Eat Like There's No Tomorrow

22-29 September 2024: Climate Week NYC
Climate Week NYC is the largest annual climate gathering of its kind, featuring over 600 events and activities across New York City – in person, hybrid, and online. Business leaders, political figures, civil society representatives, and individuals from all over the world come together to drive the transition towards a sustainable future, accelerate progress, and champion ongoing change. This event is held in partnership with the United Nations General Assembly and is coordinated with the UN and the City of New York.

Despite the wide array of topics discussed during the week-long event, animal agriculture receives less attention than it warrants. Factory farming, a major environmental concern, is responsible for between 11 and 20 percent of greenhouse gas (GhG) emissions.

Mercy For Animals
Mercy For Animals, an international nonprofit organisation, aims to end industrial animal agriculture and create a just and sustainable food system. Active in countries such as Brazil, Canada, India, Mexico, Malaysia, and the United States, the organisation focuses on legal and policy advocacy, corporate campaigns, and public engagement. Mercy For Animals advocates for climate policies that consider the entire food system, from production to consumption, and co-chairs the Food & Climate Action Group, an international coalition of over 25 nonprofits.

In collaboration with the creative collective Birthday, Mercy For Animals is drawing attention to the negative environmental impact of animal agriculture. Raising animals for food contributes to about 20% of all GhG emissions.

The International Meat Alliance Against Meat
During Climate Week, Mercy For Animals is launching a bold initiative: The International Meat Alliance Against Meat. This lobby, a parody of traditional meat lobbies, aims to raise awareness of the detrimental effects of meat consumption on the environment by lobbying against meat. This campaign will take to the streets of New York, engaging the public with thought-provoking questions that the meat industry often avoids.

The effort will be bolstered by a digital and social media campaign, along with out-of-home (OOH) elements from the Eat Like There’s No Tomorrow campaign. This campaign will be visible in Times Square, across the city, and in restaurants. Stickers and napkins will carry the message, along with billboards and other OOH elements.

Campaign Presence During Climate Week
The "Eat Like There’s No Tomorrow" campaign will launch with an extensive OOH presence, including 75 LinkNYC digital ads and 10 wild postings near the UN building and Times Square from September 22nd to 29th. Throughout the week, the International Meat Alliance Against Meat’s lobbyist will be seen engaging with the public on the streets of New York.

For more information and to stay updated on the campaign, visit eatliketheresnotomorrow.com and theinternationalmeatallianceagainstmeat.com.