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It is often said these days that green is new black. Whether the action of man or not is to blame for global warming, we see evidence that the way we produce and consume have an impact on the environment. So what is the role of the creative industry in the development of consensus that emerges from our responsibility to the Earth? What happens when creatives, activists, businesses, the press and governments work together?

Earth Hour

Earth Hour, a movement is going global this month, started in Sydney when the head of WWF communications Andy Ridley had breakfast with Leo Burnett chairman Nigel Marsh, director of strategic planning Todd Sampson. Together, they explored the possibility of an event that could be built to become a global phenomenon, with the help of Leo Burnett offices around the world. Fairfax Media has taken the event to the next level with newspaper and online promotion. Large companies, including Qantas, Yahoo 7! and Coca-Cola, has joined with more than 2,000 other companies to participate in the campaign.

Nigel Marsh called on his colleagues in the advertising industry to board, saying: "I want to go to my grave sense, you can create a legacy that, somehow, part of the solution? I think the advertising industry is part of the problem [by] promoting consumerism and we need to be part of the solution. "

This year the campaign is re-enacted in hundreds of cities around the world. During one hour on March 29, thousands of businesses and homes will prove their intelligence or Sun, the symbol of a willingness to reconsider the viability of their consumption, and a reminder of the ability of a community action Changing Earth.

See the campaign online at www.earthhour.org, and the latest advertising campaign featuring Australian gold medal Olympian Cathy Freeman.

What happens?

Al Gore's film / documentary "An Inconvenient Truth", has revealed the need for a platform for informed conversation on climate change. My hairdresser told me that after seeing the film she felt a mixture of shock and numbness. She did not know where to check the facts or where to start in terms of action.

Chevron is out with a campaign to try to involve the public in solving the energy problem today. The ads in the "power of Human Energy" campaign seems to allay fears that energy sources are exhausted. Chevron reassures us that the company works hard to deliver energy more sustainable global market. The online campaign, to www.willyoujoinus.com, invites viewers to participate in forums on topics like feeding a city economically and safely while protecting the environment

What do we do?

The mood swings. Consumers are beginning to make critical choices based on their perception of corporate responsibility.

Sky in the UK joined Cool Cat, a cartoon character, to show that Sky had become the world's first CarbonNeutral ® media company in 2006, worked hard to make operations more environmentally friendly as possible, has been a source of inspiration for clients to live more sustainably, and was allowing employees to take part in environmental initiatives. V8 Supercars Australia has worked with Telstra BigPond and Future Climate Australia, to promote their programs V8 Racing Green, planting over 15,000 native trees to offset carbon emissions in the V8 Supercar Championship in 2007.

GE's Ecomagination campaign reminds us regularly of the technology being developed to reduce energy consumption and waste. See, for example their recent attention on the house construction.

What will we drive?

The company I work with recently moved from the rental of six cylinder vehicles and committed to using renewable fuels such as ethano.