NYU Eats Green combats climate change with strategies backed by research. 1. Know your audience. Rather than promote a vegan diet, which students would likely reject as it challenges deeply-felt attachments to food, the campaign focuses on simple, actionable changes that students can easily make, like swapping out meat-based meals for plant-based ones once or twice a week. 2. Change should taste good. To build buzz, a permanent NYU Vegan Food Truck will accept Dining Dollars and deliver Instagram -worthy dishes and Friday Take-Overs with NYC chefs. 3. Gamify it. To encourage wider participation, each time a student purchases a vegan meal anywhere on campus, they earn points that add up to discounts and rewards. 4. Demonstrate results. To increase long term success, the app also tracks the changes made by each student over time through graphs as well as cute animal stickers that can be shared on social media.