How can male gym-goers be persuaded to eat less meat?

As someone who has personally seen the benefits of eating a lot less meat, I don't need too much persuading about the value of a plant-based diet. The same can't be said, however, for many of my male friends—especially in my native England, where meat is often just seen as "what blokes eat."

A new campaign from food charity Hubbub is aiming to explore ways that 20 male gym users—selected from project sponsor Nationwide Insurance's workforce—might be persuaded to cut their meat consumption, and consume more plant-based foods instead. Here's the rationale behind the Meat Your Match campaign, according to the charity's own website...more