When the world's largest television network with a potential audience of 1.5 billion people in 162 countries decides to make global climate change a top priority, it's time to sit up and take notice. In fact, the MTV SWITCH campaign launched yesterday aims to target people between the ages of 15 to 25 who happen to live in countries with high carbon emissions. The aim is to connect with them and lead them to question their high consumption lifestyles, hopefully raising their consciousness of the environment in general and the fight against global warming in particular at the same time. The organizing principle behind all of it is the idea that when large groups of individuals choose to begin taking small actions on their own it can add up to massive results. To help get youth involved they'll be targeting them with public service announcements, television programs, and online resources accessible via the MTV Switch website. And you can bet they'll be incredibly effective at making the connection inside of kids minds with them too As one of my students recently blurted out in class in response to a question about whether global climate change is real, "Dude, it's on MTV!" It seems that in the strange and wacky world of teenage minds our friends at MTV have made themselves a more trusted source of news than CNN. Go figure!