These days, people know about the environment, ethical stuff etc... They are more then "tired" of hearing all these "take care messages". But more then ever, people are willing and open to contribute to the solution, and adapt their behavior.
In my daily practice, I also have one brand that want's to build awareness on being economical with energy.
This insight unlocked the potential of setting up programs to join (acting), rather then launching campaigns (reading).
It is the difference between 'getting messages accross' and 'inviting to join the game'.
Nowadays, people want to join the game and be proud to contribute, rather then read a message and feel guilty.