Not convinced that it would work, but I think there's potential in celebrity culture as a means of promoting SC. Get some big name celebs to endorse a facet of SC and I'm sure it'll encourage some sectors of the population to be more sustainable.
Going even further, what about tapping into the tabloid and celebrity tat magazines, as they seem to have more influence over the general public than anything else. I'm thinking instead of "Disgraced Amy Winehouse Back in Rehab" it should be "Disgraced Winehouse's Eco-Footprint Reaches 11.4 Planets" or "Why I Can't Stop Buying 4x4s: The Exclusive Peter Andre Story"... name and shame! Celeb culture is powerful, and there are not enough of them proactively promoting SC.
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