Innovative messages requires new formats

And indeed that is what the new British Climate Change Bill provides. Not only is it the world's first that introduces a target and monitoring procedure but is is also presented in a way that may attract (young) people who will not look after government documents to get informed. It is presented on a spot where the next generation of decision-makers dwell. On YouTube!

Interestingly enough is that this UK position of "greening the world" is very little a political issue. Both Labour, Tory and Liberal Democrats are devoted to the subject and even compete on it. Maybe we can see Sir Nicholas Stern shadow and a bit of domestic pride in this entirely positive race for a better future?