Greenpeace are reaching out to South African citizens with some advice about global warming:

White is the new green
Simply painting your roof white reflects the sun’s rays, which helps cool down the environment. in the fight against global warming, one degree cooler in our cities equates to three degrees cooler at the poles. Which means a better chance of survival for animals like the Arctic Fox, whose home is melting at a rapid rate.

I find it a bit odd that the images of places used in these examples are areal views of shanty towns. I dunno but I think the people who live there have a lot more on their minds than what they can do to prevent global warming. I'm sure they saving all their money for an actual house, before painting their tin roofs white.

Advertising Agency: Ogilvy, Johannesburg, South Africa
Executive Creative Director: Fran Luckin
Creative Director: Mike Martin
Art Director: Marianne van Onselen
Copywriter: Stephanie van Niekerk
Retoucher: Paul Vermeulen
Photographer: Mike Lewis