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Meatless Monday is a national public health campaign to help Americans eat healthier by reducing their intake of saturated fat and cholesterol. The concept is simple — eliminate meat just one day each week to feel better and live longer. Advocating moderation, Meatless Monday will help consumers reduce their saturated fat intake by at least 15% by 2010. This is consistent with the dietary recommendations of the American Heart Association and Healthy People 2010, the health goals set for the nation. The campaign is associated with Johns Hopkins Bloomberg School of Public Health and has the support of other academic institutions and health organizations. To date, 28 Deans of America's accredited schools of public health have endorsed the Meatless Monday effort, including Columbia's Mailman School of Public Health.