It's all to do with...ATT-I-TUDE!! Let's do it with fun visuals and illustrations. Many people are driven away from environmental articles because they are normally presented in an extremely serious, boring, finger wagging manner. This is an example of getting a serious message across in a more light hearted way. 'If you don't stand out why bother'-Tom Peters Selling the environment is also a Branding issue! All the rules apply. People need to interact. We need to make environmental awareness COOL!!