The world has changed. You can too.

I just saw an interesting WWF-Canada commercial on TV. The spot is a series of vignettes of activities that have been considered normal at some point in the past: unrestrained kids jumping around and playing in a convertible moving down the highway, a doctor lighting a cigarette for a pregnant woman, a man patting his secretary’s behind after she brings a drink to his desk, and so on. It ends with the message, “The world has changed,” and a shot of a man in a suit carrying his bicycle out of his townhouse and starting his ride to work. “You can too.”Brilliant. This is exactly the kind of message needed to counter the head-in-the-sand viewpoints of people like Case “people won’t get out of their cars” Ootes and Roger “if you’ve got $1.8 million to spend I think you can find something better to spend it on than bike racks” Anderson. A few of us already think that those two should be on display at the ROM.The TV spot goes with a print campaign that echoes the “society has changed” idea and features the tagline, “Not long from now, the way we’ve been treating the planet will seem just as wrong.” We can only hope.