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An average European flight produces over 400kg of greenhouse gases per passenger which is approximately the weight of an adult polar bear. This is an image from Plane Stupid’s new cinema ad, written and commissioned by creative agency Mother and made by production company Rattling Stick. It was directed by Daniel Kleinman. Plane Stupid campaign against airport expansion and aviation's climate impact.

Campaigns which channel dissatisfaction and discontent into a search for innovations. For example, the disability rights movement has prompted innovations in technologies, buildings and public policy. Other examples include Greenpeace’s ‘Green My Apple’ campaign, which prompted Apple to change its policy and stop using a number of hazardous materials, or campaigns on overfishing which prompted new methods for using GPS to track ships. Increasingly, direct action is being used as an effective means of raising awareness within the Green and Environmental movements. Other examples include Plane Stupid, a network of protest groups opposing airport expansion and aviation's climate impact.