Put Down That Drumstick. You’re Destroying the Planet.

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Animal rights organizations, including PETA, sacked Michael Vick. (And rightfully so.)

Now they are blitzing at a much bigger target: the meat and poultry industries. But the message strategy—according to a Times story this morning—isn’t what you’d expect:

“Raising animals for meat contributes more to global warming than all the sport utility vehicles combined.”

The environmental claim is backed up by plenty of data, including a study by the U.N. Food and Agriculture Organization.

I’m not sure the rationale is going to convince many hard-core carnivores. (Or the Beef Council, for that matter.)

But the campaign may cause enough cognitive dissonance among avid and outspoken environmentalists to persuade them to go “green” at dinner, too.

It’s a brilliant strategy, really. Score another one for animal rights.