Don't get me wrong, this ad campaign is certainly a step in a positive direction when it comes to awareness and motivating the masses. What concerns me is that the message -- one of the heroic journey of "progress" -- is what got us in this pickle in the first place.

Growth, progress, development, civilization...those are all keywords of the industrial society and the paradigm that caused climate change and the energy crisis to begin with.

But, what can you do? YOu have to appeal to the general public using ideas they're familiar with and a paradigm they can get behind.

Margaret
http://changingourparadigm.blogspot.com