Just saw this great little spot from Hong Kong - http://www.youtube.com/watch?v=lmH3xCpOSW8

A well-known actor delivers an infomercial on pre-packaged air, as a means of getting a younger target market to watch their polluting ways.

Is it successful? Viewership of the Cantonese version is well over 100,000 after just 6 days. So yes, someone is paying attention.

Will it work? Ultimately, I believe, you need to present people with a viable better alternative, not just fun communication. But it's a start. And definitely easier to watch than the standard doom and gloom message