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Sid Lerner
Sidney Lerner (December 10, 1930 – January 12, 2021) was an American advertising and marketing industry executive and public health advocate. He was considered one of the original "Mad Men" of the advertising world and later founded Meatless Mondays campaign.
Lerner was born into a Jewish family to Mollie Lebowitz and Louis Lerner in New York City. He was first in his family of immigrant to go to college.
He graduated from the S.I. Newhouse School of Public Communications at Syracuse University in 1953 with a degree in English and journalism. At Syracuse, he served as the editor of "The Syracusan magazine" and was part of the Orange Key junior men's honorary organization.
Considered one of the original "Mad Men" of Madison Avenue, Lerner's advertising and marketing career included work with Norman, Craig & Kummel, and Benton & Bowles advertising agencies as a creative director.
After graduation from Syracuse, Sid served in Army counter intelligence in Japan. Lerner began his career in the mailroom, from where he found a position in the ranks of copywriting at Benton & Bowles. During his career, he represented popular brands from Procter & Gamble, General Foods (Maxwell House), Texaco, Johnson Wax, and Charmin for which he helped created the memorable "Please Don’t Squeeze the Charmin" campaign featuring Mr. Whipple.
In April 1970, Lerner started Sid Lerner Associates, a consulting business for creative advertising and new product development. This business designed, co-produced and marketed licensed tennis, gifts and sporting good products for the gift and stationery trades.
Lerner founded Meatless Mondays and Healthy Mondays campaigns in 2003. The program began at the Johns Hopkins Bloomberg School of Public Health, recommending Americans to abstain from meat one day a week for their health and the environment. It became a global movement, taking hold across the U.S. and growing in over 40 countries around the world.
According to Lerner, his father died of heart disease and his own diet was a catalyst for Meatless Mondays. Based on his doctor's advice Lerner modified his meat consumption, treating the protein more like a "condiment" than a main facet of a meal.
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Sid Lerner
Sidney Lerner (December 10, 1930 – January 12, 2021) was an American advertising and marketing industry executive and public health advocate. He was considered one of the original "Mad Men" of the advertising world and later founded Meatless Mondays campaign.
Lerner was born into a Jewish family to Mollie Lebowitz and Louis Lerner in New York City. He was first in his family of immigrant to go to college.
He graduated from the S.I. Newhouse School of Public Communications at Syracuse University in 1953 with a degree in English and journalism. At Syracuse, he served as the editor of "The Syracusan magazine" and was part of the Orange Key junior men's honorary organization.
Considered one of the original "Mad Men" of Madison Avenue, Lerner's advertising and marketing career included work with Norman, Craig & Kummel, and Benton & Bowles advertising agencies as a creative director.
After graduation from Syracuse, Sid served in Army counter intelligence in Japan. Lerner began his career in the mailroom, from where he found a position in the ranks of copywriting at Benton & Bowles. During his career, he represented popular brands from Procter & Gamble, General Foods (Maxwell House), Texaco, Johnson Wax, and Charmin for which he helped created the memorable "Please Don’t Squeeze the Charmin" campaign featuring Mr. Whipple.
In April 1970, Lerner started Sid Lerner Associates, a consulting business for creative advertising and new product development. This business designed, co-produced and marketed licensed tennis, gifts and sporting good products for the gift and stationery trades.
Lerner founded Meatless Mondays and Healthy Mondays campaigns in 2003. The program began at the Johns Hopkins Bloomberg School of Public Health, recommending Americans to abstain from meat one day a week for their health and the environment. It became a global movement, taking hold across the U.S. and growing in over 40 countries around the world.
According to Lerner, his father died of heart disease and his own diet was a catalyst for Meatless Mondays. Based on his doctor's advice Lerner modified his meat consumption, treating the protein more like a "condiment" than a main facet of a meal.