Vegetarianism is always in style

MANGALORE, APRIL 29. The Mumbai-based People for the Ethical Treatment of Animals (PeTa), which is launching a campaign favouring vegetarianism, is roping in top models in its campaign for pro-vegetarian advertisements. After Sir Paul McCartney -- the former Beatles' star -- it is the turn of John Abraham, a top model to feature in the new PeTa campaign, which will surely motivate youth, feels Mr. Jason Baker of PeTa.

Referring to one of the advance copies of the new advertisement made available to The Hindu, Mr. Baker points out that John Abraham is wearing a loin cloth made of spring onion shoots, a headgear made of red capsicums and a long chain beaded with green peas. The tagline in the advertisement reads "Vegetarianism is always in style". This outfit was created by Mr. Hemant Trivedi, a senior PeTa volunteer and a celebrity in his own right. He has created award-winning gowns for Ms. World and Miss Universe. In the earlier campaign of PeTa, Sir Paul McCartney was shown feeding a lamb and declaring his allegiance to vegetarianism.

The study made by PeTa shows that young people in India and around the world are turning to vegetarianism out of ethical and health concern. Leading researchers are calling for a plant-based diet to lower the risk of illnesses such as cancer and heart disease. The study suggests that anti-oxidants found in leafy green vegetables may help protect blood vessels, and other studies have found that diets with high fruits, vegetables and grains significantly reduce high blood pressure and lower incidence of heart disease.

Mr. Baker says that the world's most nutrition-conscious doctors advocate a vegetarian diet. Dr. T.Colin Campbell of Cornell University in the U.S. reports that the "vast majority ... of all cancers, cardio-vascular diseases and other forms of degenerative illness can be prevented simply by adopting a plant-based diet. Dr. Dean Ornish of the University of California has demonstrated that artery blockages can be reversed with a low-fat vegetarian diet. Meat, eggs and dairy products are loaded with fat and cholesterol, which lead to obesity, heart attacks, cancer, strokes and so on. Fish are often highly contaminated with mercury and other carcinogenic toxins. Vegetarian foods are low in fat and have absolutely no cholesterol. But they do have all the iron, calcium, protein and other nutrients one needs to be healthy and strong. The researcher points out that the Jat community concentrated in Haryana and Punjab (which has produced many of India's athletes and wrestlers) is vegetarian.

The PeTa has a list of popular celebrities who are sworn to vegetarianism, which includes Sir Paul McCartney, Kim Bassinger, a Hollywood figure, Martina Navratilova, ace tennis star, Amitabh Bachchan film and T.V. personality, Bryan Adams, rock star, Anil Kumble, cricketer, Pamela Anderson of Baywatch fame, Mahima, Bollywood actress, Alicia Silverstone (Batman fame), Juhi Chawla and Richard Gere.

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