Eco-hypocricy

MTV has come up with a series of four promotional clips and five short films to expose the greenwash promoted by companies, politicians and celebrities.

Known as the Switch Campaign, this is part of the Viacom-owned global TV broadcaster's initiative to tackle climate change by targeting youth between 15-25 years and putting across the message that small actions taken by huge numbers of individuals can make a difference.

One TV ad, created by ad agency 180 Amsterdam, features an animated character singing a green song about how to identify false greens, by talking about eco-hypocritic businesses and politicians who choose to paint their policies green, irrespective of whether it makes a difference.

The character shows how everything from ice caps to gas prices is connected and asks viewers to do their bit by switching off their lights, computer and television sets.