August 4, 2008
In a recent series of ads aimed at school children, a leading British energy company has assigned a controversial summer project: police their family’s global-warming crimes.
Launched last week by NPower — the country’s fourth-largest provider — the campaign is part of a larger program to educate children about global warming and the wasteful habits that might exacerbate it.
Placed in prominent newspapers such as The Sunday Times and The Telegraph, the ads offer giveaway diaries in which kids can note domestic infractions, such as leaving a mobile phone charging for too long or a Nintendo game left flickering in the dark, as well as Post-It notes, which can be left at the crime scene as a warning to the offenders. Equally important, the campaign seeks to attract kids to its controversial Web site, Climate Cops, which encourages children to monitor and report on their domestic energy crimes to their classrooms.
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