Sid Lerner Explained

Sid Lerner
Birth Date:10 December 1930
Birth Place:New York City
Death Place:New York City
Occupation:advertising and marketing industry executive and public health advocate
Known For:Meatless Mondays campaign

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.

Early life and education

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.[1]

He graduated from the S.I. Newhouse School of Public Communications at Syracuse University in 1953 with a degree in English and journalism.[2] [3] At Syracuse, he served as the editor of "The Syracusan magazine" and was part of the Orange Key junior men's honorary organization.[4]

Advertising career

Considered one of the original "Mad Men" of Madison Avenue,[5] 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.[6] Lerner began his career in the mailroom, from where he found a position in the ranks of copywriting at Benton & Bowles.[1] 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.[7]

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.[8]

Public health advocacy

Lerner founded Meatless Mondays and Healthy Mondays campaigns in 2003.[9] [10] 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.[11] It became a global movement, taking hold across the U.S. and growing in over 40 countries around the world.[12] [13]

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.[14] [15]

Lerner and his wife, Helaine Lerner funded the Lerner Center for Public Health Promotion to conduct, coordinate, and promote population and community health research, education, and outreach at the Maxwell & Newhouse Schools of Syracuse University in 2011,[16] [17] [18] [19] Johns Hopkins Bloomberg School of Public Health in 2014,[20] [21] and Mailman School of Public Health of Columbia University in 2014.[22] [13] He also established endowed positions at Johns Hopkins and NYU Langone to support health promotions.[23] [24]

Lerner was the president of Biorings LLC, which along with Weill Cornell medical researchers, developed non-hormonal contraceptives to prevent HIV transmission.[25] [26]

Lerner served on the Financial Services Leadership Forum Advisory Committee of the New York Public Library in 2010.[27] He also worked with the American Jewish Committee.[28]

Awards

In 2013, Lerner received the George Arents award, Syracuse University's highest alumni honor for "his work in wellness, advertising and philanthropy".[29] [30] [31]

In 2013, Lerner was awarded the Dean's Medal, the School's highest honor, by Johns Hopkins University's Bloomberg School of Public Health for "his vision and leadership in improving the health of the public through the Meatless Monday Campaign".[11]

In 2019, Lerner received an honorary Doctor of Humane Letters degree from Johns Hopkins University.[32] [33]

Works

Lerner wrote six non-fiction books, including:

Death

Lerner died on January 12, 2021, aged 90, at his home in New York City.[6]

External links

Notes and References

  1. News: Sid Lerner, Ad Man, Public Health Advocate and Philanthropist, Dies at 90 . 28 August 2021 . The Monday Campaigns . 19 January 2021.
  2. News: Health Promotion Advocate and Alumnus Sidney Lerner '53 Remembered . 28 August 2021 . SU News . January 26, 2021.
  3. Lerner . Sid . Grab bag - What's a Whirler? Words even the dictionary doesn't know . Syracuse University Magazine . 17 July 2012 . 5 . 2 . 48 . 28 August 2021.
  4. Junior Class of Syracuse University: The Syracusan . The Onondagan . 1952 . 82, 92 . 28 August 2021 . . 9753705 . Sid Lerner, editor, pursues soon-to-be parodied Meet the Greeks..
  5. Web site: Real Mad Men. Real Stories. Really . madmenconfidential.com . Mad Men Confidential . 28 August 2021.
  6. News: SIDNEY LERNER Obituary (2021) New York Times . 28 August 2021 . Legacy.com.
  7. News: Mulder . James T. . Syracuse University alumnus has made Monday the perfect day to go meatless or start other healthy things . 28 August 2021 . . 2 October 2011 . en.
  8. Web site: Sid Lerner Associates, Inc. - address, map . www.nybizdb.com . 28 August 2021.
  9. News: Grayce West . Melanie . Ad Man's Meatless Mission . 28 August 2021 . . 15 March 2013.
  10. Munno . Greg . Making the Most of Monday . Syracuse University Magazine . 1 April 2012 . 29 . 1 . 36–39 . 28 August 2021.
  11. News: Parsons . Tim . Dean's Medal Awarded to Sid Lerner . 28 August 2021 . . October 17, 2013 . en.
  12. Swartz . Aimee . Everyone's a Health Nut on Monday . . 17 April 2014 . 28 August 2021 . en.
  13. Web site: Sid Lerner: Columbia Public Health . www.publichealth.columbia.edu . 4 June 2015 . 28 August 2021.
  14. News: Aubrey . Allison . Campaign Aims To Make Meatless Mondays Hip . 28 August 2021 . . August 9, 2010 . en.
  15. News: Dawn Graves . Cassidy . The Untold Truth Of Meatless Mondays . 28 August 2021 . . 5 March 2021.
  16. News: New University center will focus resources on public health promotion . 27 August 2021 . SU News . October 3, 2011.
  17. News: Fabris . Casey . Center to aid disease prevention . 27 August 2021 . . 4 October 2011 . 3.
  18. Gearhart Levy . Renée . The Right Recipe . Maxwell Perspective . Summer 2015 . 2–4 . 28 August 2021 . Maxwell School of Citizenship and Public Affairs.
  19. Gadoua . Renée K. . Culture of Health . Maxwell Perspective . Spring 2016 . 13 . 28 August 2021 . Maxwell School of Citizenship and Public Affairs.
  20. News: Maruniak . Andrea . New Lerner Center for Public Health Promotion Launched By Johns Hopkins Bloomberg School of Public Health . 28 August 2021 . . November 14, 2014 . en.
  21. News: Remembering Sid Lerner: Dear colleague and friend whose contributions shaped CLF's beginnings and inform our work to come . 28 August 2021 . Center for a Livable Future . Jan 20, 2021 . en.
  22. Thank You, Sid Lerner . 28 August 2021 . . 19 January 2021.
  23. Web site: Our Integrative Health & Health Promotion Staff . nyulangone.org . 28 August 2021 . en.
  24. Web site: The Helaine and Sidney Lerner Professorship . Named Deanships, Directorships, and Professorships . 28 August 2021.
  25. News: Rodgers . John . New Contraceptive Device Developed by Weill Cornell Researchers Is Designed to Prevent Sexual Transmission of HIV . 28 August 2021 . Weill Cornell Newsroom . May 19, 2009 . en.
  26. Non-Hormonal Intra-Vaginal Ring Contraceptive to be Developed by QPharma AB and BioRings LLC . 28 August 2021 . 2 April 2015.
  27. Annual Report 2010 . . 28 August 2021 . 19 . 2010.
  28. News: SIDNEY LERNER Obituary (2021) New York Times . 28 August 2021 . Legacy.com.
  29. Taishoff . Laurie . Speach . Amy . Yackel . Christine . Loughlin . Wendy . Alumni Journal . Syracuse University Magazine . 1 January 2013 . 30 . 3 . 56 . 28 August 2021.
  30. News: Sid Lerner 2013 Arents Award Recipient . 28 August 2021 . Lerner Center for Public Health Promotion . 30 October 2013.
  31. News: Five Distinguished Alumni to Receive George Arents Award during Orange Central . 28 August 2021 . SU News . September 25, 2013.
  32. Commencement: 2019 Conferring of degrees at the close of the 143rd academic year . . 28 August 2021 . 13 . May 23, 2019.
  33. News: Meatless Monday Founder Sid Lerner Receives 2019 Honorary Degree from Johns Hopkins University . 28 August 2021 . Newswise . 25 July 2019.
  34. News: Appelbaum . Judith . PAPERBACK TALK . 28 August 2021 . . 13 November 1983.
  35. Druker . Lerner . Sid . Hal . From the Desk of... . Syracuse University Magazine . 19 July 2012 . 6 . 2 . 14–19 . 28 August 2021 . Syracuse University.
  36. News: Lerner . Sid . Viewpoints; Lexicon for the Auto-Maga-Video Age . . 5 December 1993.

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