I think that what is silly about it is that it is unrealistic to expect people who normally eat meat and fish to devise completely different menus for a whole month.
Reduce your portion size maybe; reduce the number of days you eat meat and fish, maybe.
But targets should be realistic and achievable. Most people will look at this campaign and react in the same way that most of the posters on this thread have done.
I also cannot help wondering if Friends of the Earth, in calculating the effect of meat eating on global emissions, have taken into account the fact that if everyone was vegan, the human population would produce far more flatus than it does at present.
This would surely counteract any benefit, though I don't know to what extent.
