A 'quit meat' helpline, and accompanying campaign have launched in Denmark.
Spearheaded by Jakob Jønck, Co-Founder and CEO of vegan meal delivery service Simple Feast, 'Time to Quit' is a two-part campaign aimed at reducing meat consumption in Denmark.
According to the company website, the hotline is the first of its kind worldwide, and aims to help callers improve their health and reduce their environmental impact.
The hotline runs Monday to Friday, between 10 a.m. and 8 p.m. - but is closed from 2 to 4 p.m.
It is staffed by doctors, nutritionists, and Jønck himself.
According to the website, the team is prepared to help callers either reduce their intake of meat, or eliminate it from their diet completely.
The video advert for the hotline compares meat consumption to smoking to get its plant-based message across.
It shows mid-century pro-smoking imagery, in which cigarettes and cigarette packages have been replaced with sausages and packs of meat.
It is available for viewing on YouTube, as well as in public spaces around Denmark.
The 'Time to Quit' campaign video
According to the Simple Feast website, Danish citizens eat between 90 and 100 kilograms of meat each year.
The website says that this will have to change to avoid 'climate disaster' and to protect consumers' health.
'Start a discussion'
During an appearance on Danmarks Radio last week, Jønck said: "We have tried to present a picture that illustrates how absurd we are as people when we consider something like this as normal.
"Just because it's been our story, it doesn't have to be our future.
"To start a discussion about something so urgent regarding which we're so far behind, we have to start it somewhere where people can stop for a moment, turn off the autopilot and start to reflect."