"I think many of us feel helpless in the face of environmental challenges, and it can be hard to know how to sort through the advice about what we can do to make a meaningful contribution to a cleaner, more sustainable, healthier world," McCartney said on the campaign's official website.
"Having one designated meat-free day a week is actually a meaningful change that everyone can make, that goes to the heart of several important political, environmental and ethical issues all at once," he added on http://www.supportmfm.org/.
And no I don't think this is a case of Celebrity cause for a day, as Paul and his late wife Linda certainly have shown they are serious about this cause in the past.
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