Sir Paul McCartney has urged meat eaters to turn vegetarian for one day a week - in a bid to help save the planet.
The former Beatles star and two of his daughters, fashion designer Stella and photographer Mary, are championing the Meat Free Monday initiative, which is aiming to get everyone in the U.K. to drop meat from their diet for one day per week.
And MCCartney, who was introduced to vegetarianism by his late wife Linda, is sure the scheme will take off.
He tells Sky News, "A couple of years ago the United Nations came out with a report that said for people to eat less meat would have a big impact on the environment. It's all got a bit out of hand and I think people want to do their bit to bring it back into line, and this is an answer we've got involved in.
"A few years ago you'd say to people recycling is good. And they'd stick it all in one bin anyway. I mean I was the same. Now you don't see that. You go round to people's houses and they've got the bins and stuff. I think the time is right now for that idea."
Stella adds, "The reality is a lot of people don't eat meat every day. You don't have to be a vegetarian to cut out one day of meat consumption. It's something anyone can do."