The WWF in Canada is doing a campaign this week to encourage people to drive less. Not an unreasonable thing; after all, "That selfish and thoughtless machine is hurting the environment and not doing you any favours either. We're not saying to stop driving completely! Just a little bit less every day."
Then it gets strange. They want you to pin your car key to your shirt.
And don't forget to pin your car key to your shirt. Yes, we understand it's a little weird, but it shows that you've got both the commitment to the planet and the confidence to pin your car key to your shirt.
Obviously, getting people to drive less is a worthwhile initiative. They write:
One of the big contributors to climate change that hasn't received as much focus as it should is transportation. The fact is, transportation is responsible for 27% of Canada's greenhouse gas (GHG) emissions, with passenger vehicles accounting for half of this total. And with oil consumption as high as it is, it's important we start to re-think our relationships with our cars.
And the key:
Wear your car key pinned proudly to your shirt like a badge of honour and become an environmental ambassador.
The President of WWF Canada explains.
"Pin It for the Planet calls on Canadians to wear their hearts on their sleeves - literally. We are encouraging people to pin their car key to their shirt to demonstrate their commitment help the planet," says Gerald Butts, President, WWF-Canada. "Cycling and walking are great alternatives to the car, especially for short distances. If we can get every driver in Canada to leave their car at home for just one day a week, we could improve our air quality and help fight climate change by reducing transportation emissions." ....Canadians have embraced so many other actions to benefit the environment - like switching to reusable shopping bags and water bottles," say Butts. "Now it's time to tackle a behaviour that isn't as convenient - our tendency to jump behind the wheel when we could walk, bike, or take transit."
I love the idea of people getting out of their cars. But a one week campaign? Leaving the car one day per week? And being an "environmental ambassador" by pinning your key to your shirt?
We have to get people out of their cars five days per week, year round. We have to make it easy to do, we have to make it a matter of course, without an in-your-face "I'm special because I am not driving" campaign. This really is way too little, way too late.