Did Denver spend $3M on an ad campaign to eat less meat?

While Denver recently spent $3 million on a climate ad campaign, eating less meat was only one of many recommended actions, and was later removed from the list.

The city hired Denver-based advertising agency Sukle in a three-year contract to create the campaign, placing ads throughout the metro area and on social media urging people to “do more of what helps the planet, do less of what hurts it.” The ads direct viewers to a list of more than 80 actions they can take to reduce their impact on the environment at home, at work and on-the-go. 

The suggestion to “eat less meat” was initially included in the list on the city’s website, but later removed.

The campaign is funded by the Climate Protection Fund, created by a voter-approved 0.25% sales and use tax increase in 2020. The fund brought in  $50 million for climate action initiatives last year.