I need to get a whole group of people to
我需要让一群人
give up beef together I'm on my way up
一起戒掉牛肉，我正在
to Manchester I'm going to a factory
去曼彻斯特的路上，我要去一家
called ESS they're one of the biggest L
叫 ESS 的工厂，他们是全英国最大的 L
roll making companies in the whole of
卷制造公司之一
the UK I just need to find a way to get
。 只需要找到一种方法让
this company on board with my campaign
这家公司加入我的运动，
to on mass give up beef so you're in
大规模放弃牛肉，这样你就可以
charge of what goes on people's plates
负责人们盘子里的东西了，
here are you yeah what what do people
你是吗，人们
love here what do they like to e they're
喜欢这里什么，他们喜欢吃什么
quite fond of their traditional Northern
非常喜欢他们的传统北方
food pies chips and the beef what what
食物馅饼薯条和牛肉，
part does beef play on your menu we
牛肉在你的菜单上扮演什么角色，我们
mainly use it for things like chilies
主要用它来做辣椒
and lasagnas we always have a roast on a
和烤宽面条之类的东西，我们总是在星期三吃烤肉，
Wednesday and what about you what's your
你呢，你的
St zie what serious doesn't love beef so
圣齐是什么 说真的，我不喜欢牛肉，所以像
it's people like Rob I need to convince
Rob 这样的人，我需要说服
he is the head honcho but are the other
他是头头，但其他
employees as beef obsessed as Rob you're
员工是否也像 Rob 一样痴迷于牛肉，你
a big beefer absolutely Meed meat Head
绝对是牛肉迷 Meed 肉头
meat head I like I like I like a bit of
肉头我喜欢我喜欢我有点喜欢
red meat I don't think I'll give it up
红肉我不认为我会放弃它
I've got my where down from to out for
我已经得到了我的地方从到出 为此，
it I'm going to challenge them I'm going
我要向他们发起挑战，我要
to go in hard I'm going to tell them the
全力以赴，我要告诉他们真相，
truth listen
carefully this is not a
仔细听好，这不是
drill I repeat this is not a drill if
演习，我再说一遍，这不是演习，如果
you have beef on your plate put it down
你的盘子里有牛肉，就把它放下
put it down now sir is that beef beef is
现在放下它先生是牛肉牛肉正在
poisoning our planet beef is d
毒害我们的星球牛肉正在
destroying our climate and our
破坏我们的气候和我们的
environment okay nobody put their beef
环境好吧没有人放下他们的牛肉是
down yeah I think the message is right I
的我认为信息是正确的我
giving up beef is the easiest way for
放弃牛肉是
the individual to have an impact on the
个人产生影响的最简单方法 关于
climate crisis but maybe the way I've
气候危机，但也许我
packaged it is wrong so I needed to
包装的方式是错误的，所以我需要
enlist more help I know nothing about
寻求更多的帮助，我对
the way people consume or the way people
人们的消费方式或人们
feel about their habits I needed to call
对其习惯的感受一无所知，我需要
on the captains of capitalism these
呼吁资本主义的领袖们，
these are the guys with the skills to
这些是 那些有能力
help me change the minds of the people
帮助我改变人们想法的人，
at essity science is the most important
科学是传达信息最重要的
part of of getting the message across
部分，
but for a lot of people it's just gone
但对于很多人来说，
over their heads you know when you start
当你开始谈论二氧化碳时，他们就无法理解了。
talking about CO2 and and kilograms of
公斤的
waste and energy and all of that stuff
废物和能源，以及所有这些东西，
we had the idea of remaking a a kind of
我们有一个想法，重新制作一种
burger fan have you serving Burgers but
汉堡粉丝，让你服务 汉堡，但
telling people the true cost of what it
告诉人们创造它所需的真实成本，
takes to create o I like that I like
我喜欢，我喜欢
that you can have a menu that says qu
你可以有一个菜单，上面写着 qu
pounder this amount of carbon emitted so
pounder 这个碳排放量，所以
the guys had come up with the idea of a
这些家伙想出了一个
welcoming Burger Bar that mix safe
受欢迎的汉堡吧的想法，混合 安全
Nostalgia with hard facts introducing
怀旧与确凿的事实介绍
the holy cow dining experience a place
神圣的牛用餐体验一个地方，
where you're served facts as well as
在那里你可以享受事实以及
food from start to finish we've tried to
从开始到结束的食物，我们试图
think about everything here we wanted to
思考这里的一切，我们想
keep it simple just three items chicken
保持简单，只有三件东西鸡肉
corn and beef done corn of course isn't
玉米和牛肉完成 玉米当然不是
a product it's the brand name of a
一种产品，它是一种
veggie alternative but as I say we've
蔬菜替代品的品牌名称，但正如我所说，我们
gone with the familiar it's all about
选择了熟悉的，这一切都是为了
making the decision-making process
让决策过程变得
easier so much of this is about
更容易，所以这在很大程度上是为了
educating people in a way that makes
以一种让
them feel like they're in charge of
他们感觉自己可以掌控
their own decisions those numbers are
自己的决定，这些数字是
right I'm assuming how how can you
正确的，我假设你怎么能
question our numbers no no no but 10
质疑我们的数字，不，不，不，但是 10
times the difference exactly that's big
倍的差异确实很大，
isn't it exactly I I think that's
不是吗，我认为这很
phenomenal now knowing your workers how
了不起，现在知道你的 工人
you do do you think this will have an
你好吗你认为这会给
impression on them
他们留下印象吗
I think so cuz that's shocked me and I
我认为是这样 因为这让我很震惊，我
thought I knew a bit about this stuff
以为我对这些东西有所了解，
with the help of experts I've come up
在专家的帮助下，我
with the concept for a dino designed to
想出了一个恐龙的概念，旨在
nudge people away from the traditional
让人们远离传统的
beef burger and onto chicken or
牛肉汉堡，转向鸡肉或
meat-free
无肉
Alternatives but will it work was that
替代品，但 它的工作是
the chicken burger or the clucking
鸡肉汉堡或咯咯叫的
savior the clucking savior nice seeing
救世主咯咯叫的救世主很高兴看到
the carbon labels where you could have
碳标签，你可以
facts in front of you it's spot on
在你面前看到事实，这是正确的，
ultimately letting give him more freedom
最终让他有更多的自由
and power to what we want to be able to
和权力，我们想能够
do we also look at Sugar we also look at
做到，我们也 看看糖，我们也看看
killer so why not look at carbon
杀手，那么为什么不看看碳
footprint in fact the holy C dinos cells
足迹，事实上神圣的C恐龙细胞
are in and our chicken and corn Burgers
在里面，我们的鸡肉和玉米汉堡
outsold the beef by 30% by far the most
比牛肉卖了30%，到目前为止，
powerful thing today is that the
今天最有力的是
information that's that's the most
信息，那就是
chatter I've heard people saying wow
我听到最多的是人们说，哇，
that's a big difference since the holy C
自从神圣的 C Dino 实验以来，这真是一个巨大的变化，
Dino experiment there's been a massive
reduction in how much beef Rob serves
Rob 提供的牛肉量
from around 35 kg a month to just 8 kg
从每月约 35 公斤大幅减少到仅 8 公斤，
that's under a quarter what they were
不到
when I first visited what I managed to
当我第一次访问时，我设法
do is create a Vibe where beef is
创造一种氛围，在这种氛围中，牛肉
frowned upon openly because of its
因其环保资质而被公开反对，
environmental credentials people were
人们可以
free to choose it but the group think
自由选择它，但群体思维
and social norms pushed them not to it's
和社会规范迫使他们不这样做，这
not the sort of experiment you could
不是你做的那种实验 可以
write science papers on but what it
写科学论文，但它
makes clear is that when the majority is
清楚地表明，当大多数人
armed with knowledge good things happen
掌握知识时，好事就会发生