Cape Town has become the first African city to endorse a weekly meat-free day. The campaign, spearheaded by Compassion in World Farming, aims to reduce the negative environmental, social, and animal-welfare consequences of industrial animal agriculture. The Meatless Mondays movement, which began in 2003, has been instrumental in encouraging institutions, public figures, and media-makers to give up meat once a week. In 2009, Ghent, Belgium became the first city to enact a weekly Meatless Day. To find out more, go to meatlessmondays.com.