We awarded funding to Dr. Matthew Ruby (La Trobe University), Dr. A. Janet Tomiyama (University of California, Los Angeles), Daniel L. Rosenfeld (University of California, Los Angeles), and Dr. Jared Piazza (Lancaster University) for this study. This project will examine two questions: first, does grappling with the moral conflict of eating meat cause people to value a high-protein diet? And second, how should animal advocates present messages about protein in order to motivate people to reduce their meat intake? The goal is to provide animal advocates with an evidence-based strategy for utilizing attitudes toward protein in order to motivate people to reduce their meat intake.