Is there a happy ending?

I have mixed feelings about this advert by Act on CO2 - the government's consumer campaign on climate change. I am haunted by my children's future questions of: "daddy, what did you do to stop climate change?" Indeed, what am I doing?

But, on the other hand, I also know that the majority of the population will turn away. Adverts are tricky to get right for one segment. To get right for all segments with one message is virtually impossible. Besides, TV ads are a risk now aren't they? Who watches TV? There needs to be an understanding that it's the middle classes that have to be targeted (they generate most of the emissions) and they tend to watch TV the least.  The message needs to be less overt and more covert. How? Don't sell stuff (stop climate change) sell a lifestyle. Sell Southwold and fish (pollock, remember!)  and chips rather than Australia. Sell working from home once a week rather than a commute for five days. Sell a banter in a shared car journey rather than a depressed M6 traffic jam solo journey.   Better still, sell fitness for free by cycling rather than a drive...