As seen in the New York Times

We were featured in Sunday's New York Times for a mock PSA we did around the environment. There's even a quote from me.

The article unfortunately didn't do a fantastic job of explaining the concept - but the simple version of it was this.

If the government wanted to bring about change in people's behavior with regards saving fuel what would we do in the form of a PSA.

Our answer was essentially to state that a PSA (public service announcement) was too passive in this day and age of fragmented media and what was needed was Public Service Action.

We would therefore seek to lower the speed limit by 1 mph, to 54 mph. Yep - the actual speed limit. Not an ad - an actual change in legislation.

Why 1 mph?

It demands attention because while '1' is such a seemingly small change it is at the same time unmissable because of what it relates to - the speed limit. Something so familar and pervasive, something so unavoidable and important to every road user, that when changed it will demand questioning and trigger a wider debate on the environment in general.

And it does something else - in some small way it actually helps. Driving slower, at between 50 and 55 is better for fuel consumption then going beyond 55 and if 1mph can remind us of that, then that's a good thing.

Ultimately positive environmental change is more likely to be achieved if a lot of people start by doing some small, simple things and become more aware that even their smallest actions have consequences. 1mph is great place to start and will undoubtedly have more impact than any new catch-phrase or slogan.

Well - that's what we think :)