We make economic systems work for the environment by giving people what they want.



Fiduciary duty, political lust for power and popular aversion to pain are allied against an effective climate change response.  It means restructuring is happening too slowly to avert serious damage.


Most people care about the environment but don’t want to pay for it.  Purchasing from environmentally positive companies is a no pain, feel good decision that redirects economic (and consequentially political) systems to positive action in the pursuit of market share and profits. 


Once environment equals market share corporate environmental performance will be judged (and penalized) by unrelenting public scrutiny, opposition will fade and we’ll have the ultimate carbon (and environmental) price, reduced market share and profits.  It’ll be factored into all political and corporate decisions.


It’s been attempted before and failed because solutions must be entertaining, trustworthy and independent with wins for the environment/everyone.


We launch via an in store trading card giveaway.  Collect a set of cards and win a toy.  All leads to our website where we emphasize buying from the environmentally positive will effect economic/environmental change and use our client’s samples to reward public contribution.   


Students taking cards/toys to school will attract teacher curiosity and lead them to our website where curriculum themed competitions will create a, very attractive to clients, presence in schools.


The promotion is ongoing and particularly efficacious because it is generous and leverages environmental emotions, multiple media channels and our clients’ customer base. 



  • No one is being asked to give up anything.  In fact participants can feel virtuous, empowered and be materially better off.
  • People are educated and taught to value the environment.
  • We entertain and offer incentive to all demographics from schools to the environmentally cynical.  Participation is enough for a positive effect.

What are the key outcomes and impact of your solution?

We’re immediately viable because we touch all strata of society and work with what’s available, most people care and human nature.  Making the Environment = Market Share connection will reverse resistance to climate science and investment.  Carbon emissions will acquire the ultimate price, market share, whilst enforcement will be in the court of public opinion.  In this internet age that’s far harder to cheat than a court. 


Capital will flow toward environmental projects in the search for environmental image and, thus, market share and profits.  Technology promises a sustainable future.  With everyone pulling together we will create the will to and reshape directions.


It’s social engineering and the net result will empower people.  Their contributions will be visible and often followed so they can literally take possession of our concept, be seen to and feel that they can make a difference.


People will be educated about the environment as well as climate change and all facets include a gentle, sometimes humorous, education.  With knowledge comes the ability to act.  Raising environmental consciousness makes action more likely.  Invoking emotions, e.g. the environment, is great advertising but it’s more than that.  It incentivizes and rewards good corporate citizenship.


Rewarding corporate citizenship will increase economic resilience to climate shock as our economic powerhouses look further forward, behave in a more responsible manner and cease to resist necessary change.  The economic incentive to fund climate deniers and lobby politicians will disappear.


With everyone on the same page the ability to anticipate problems and tailor appropriate responses will increase.   A major problem has been the political perception that the electorate won’t stand too much pain ergo the lack of political progress. 


Our project offers political reward without electoral pain and, if sufficient unlocked capital flows to the clean energy sector, the need for political action will be minimized.  Once the environment/market share connection is made there’s no going back.  It’ll become the accepted wisdom and factored into ALL political and corporate boards’ considerations.


It’s difficult to ask people to give up something they have or, in the case of developing countries, forgo something others already have.  Resistance is demonstrably fierce.  Redirection is much easier, particularly if the initial step requires the substitution of one product for another of equal cost, value and utility.   


“Greenwashing” has harmed public trust.  This is a patient response that is allowed to grow organically.  Ours is an effective enabler regardless of the political winds and, because of our multiple revenue streams, we’re also of interest to the financial world because we’ll be profitable.  The environmentally concerned are a majority in countries worldwide that’s yet to be mobilized.  Those numbers alone mean windfall profits.

What actions do you propose to realize your stated goals?

It’s dangerous relying on the world’s current regimes creating an enduring climate fix.  Every major social factor, fiduciary duty, political lust for power and popular aversion to pain is in opposition and history tells us when such is in alignment not much happens.


The science is overwhelming yet still often denied, the response underwhelming.  In fact the political winds are again turning hostile.  CoLabs contains many fine ideas however they, in a sense, are treating symptoms of human behavior.  We use social engineering to address the cause and enable an effective response.


The solution is to give everyone what they want by catering for the majority who want to feel good about the environment but don’t want to pay for it.  It’s a simple pain free ask.  Buy from the environmentally positive and it’s helped along by the generosity of our selected clients.

In plain terms we launch via a supermarket chain promotion which leads to our website where people can win our advertisers’ goods via their contributions or just visiting but it’s the detail that matters.  Environmentally themed trading cards will be given away.  Collect enough cards and win a very popular toy.  It’s a proven formula that leverages client store’s customer base and leads to our website where contributors and visitors can win samples of our client’s products.    


We work with existing business and human habits.  For example:

Businesses have always given samples for promotional purposes. 

Teachers always check what their pupils are looking at.  For once they’ll finds something useful, curriculum themed competitions with relevant and prestigious prizes.  This will be our entry into the highly prized school advertising market. 

People like to win, be recognized and rewarded for their ideas/contributions, share their joys and feel good by doing good.


We make the verifiable proposal, buy from more environmentally positive companies and change economic directions.  Appealing to the dual emotions of conscience/altruism and desire/greed means more effective advertising.  There’s further revenue streams via the toys that come with a socially involving daily story (creating a foothold in mobile advertising) and spin offs from the website.


All is based on Meemoes, creatures that used to be invisible till pollution got in their hair.  It gives them a reason to care.  Since they are the voice people hear that they think is their conscience, someone calling them or a special friend they can’t physically affect anything and must use reason and words.  It’s a model for non-violent problem solving and contributors to our website will have to conform to win.


To facilitate our launch we’re building a social media presence and have already successfully trialed parts of our program in schools.  We’ve also built a trial website to test some of our theories and build a clearer picture of what we want to do when we’ve funding and how to go about it.

Our model of launching via a major company giveaway will establish an instant presence in every country we enter.  We will take one major client from each market sector and promote their positive acts rather than the company.  This protects us from inevitable client fails. 


Our model’s possibilities will be demonstrated by our first launch.  Whilst the first outward sign will be the supermarket/chain store promotion, it can’t happen till a suitable group of corporate sponsors/clients exists.  Indications are the allure of our schools’ program will overcome initial corporate reluctance


The major challenge is to win public trust.  Previous attempts to direct purchasers have either demanded it (the Green movement) or just told the public to “trust us” (advertisers) without success.  We let it grow organically by being generous with giveaways, establishing a presence in schools, entertaining via stories and toys and maintaining our integrity and independence.


We’re creating a framework for the public and, by encouraging their contribution, we’ll tap a wellspring of great ideas that we can follow.  This will allow the public to take possession of the concept and multiply our effectiveness and intelligence.  Directing our endorsements and choosing clients judiciously will further enhance our environmentally positive effect.


Popular involvement will offer new directions to pursue, technologies to promote and help keep us abreast of the environmental standards of our clients and their competitors.  A willingness to change clients due to received information will strengthen our credentials in the eyes of the public and cause all including existing clients to lift their game.


The ongoing message of buying from the environmentally positive to value the environment will work its way into consumer consciousness.  People, of course, don’t have the time to research the best firms themselves so our commendations of our clients positive acts allied with our own careful research into the best companies will be accepted as the right thing to do.


Valuing the environment is vital and our research has shown “over the top” enthusiasm for our toys and great interest amongst students for the environmental facets of the idea.  Teachers have indicated openness to curriculum based competitions and reward.  Putting together an alliance of companies involves offering them the parts of the idea attractive to them whilst revealing the bigger possibilities. 


Getting into schools is a very attractive proposition to the corporate world.  Large chain stores are constantly looking for an exceptional promotion and ours offers a promotion of unusual longevity allied with credible environmental reputation enhancement and a larger promotion where costs as well as benefits are shared.  An outline of the concept sent to a major supermarket in Australia drew a positive phone call within an hour.


Each new market/country will have it’s own challenges and locals will need to be recruited to fit in with its culture.  In any market we’ll need a cross-section of age, sex and race working for us.  Fortunately it’s the sort of project people are very keen to be involved with whilst a canvassing of Australian politicians showed a willingness to be associated as there’s no political risk and much potential gain. 


Trust isn’t given overnight and we build it organically.  The public will constantly benefit via our promotions and be entertained so they’ll be inclined to look.  The more who look the better the prizes so the more who’ll look…  A presence in schools as well as our environmental message builds creditability and we offer wins for all including the environment.  Allowing the public to take possession of the idea will guarantee the trust we need to successfully attain our environmental aims.


Our primal motivation has always been altruistic and the public would rapidly detect insincerity if it weren’t however there’d be little interest in our concept if it weren’t profitable.  The idea wouldn’t be taken seriously and it’d be impossible to finance.


Profits are assured  by the ability to motivate a substantial proportion of the world in their purchasing decisions, some extremely popular merchandise including toys and multiple other revenue streams.



Each revenue stream is self-sustaining yet reinforces the others.  All contribute to creating a whole greater than the sum of its parts with enhanced reach and the ability to touch almost all facets of society.  The greater our reach, the more positive our effect.



Who will take these actions?

Warwick Willcoxson is the creator, conceptualizer, developer and driving force.  He studied Arts/Law/Science at Sydney University and University of NSW before dropping out to run his own successful jewelry company.  He’s been in leadership positions long enough to recognize what he doesn’t know and when to ask or delegate.  

Gary Tilley has received numerous prizes for his innovative Science teaching including the Prime Minister’s prize for the best teacher in Australia.  He’s currently developing a national science curriculum and helping with our school programs.

Hilary Brosnihan is a graphic artist/3d modeler who’s worked in product development and management at Toys-R-Us and Hasbro.

David Archer is a software engineer/architect/website developer with a history of high-end development for government and multi-nationals.

Associates:  Thus far they’ve been on the periphery however their continuing advice has been central to our development.  They include the ex CEO of a publicly listed company, a director of a superannuation fund, a past Dean of a university faculty of Business, a Professor of Marine Biology and members of the marketing and advertising industries.  They’ve willingly helped when they can but their role remains ill defined till we’ve something concrete to commit to.

Children love the toys and are environmentally aware.  Our initial promotion starts with them and they’ll convey shopping preferences and our environmental credentials to their parents. 

Parents will discover our website through their children and spread the word to other adults.  It’s organic.  The more who look, the better the prizes will become which means more will look so the better the prizes.

The Public will achieve the desired market share = environment connection by their involvement and be rewarded with our corporate sponsor’s/advertisers goods and services.

The Corporate World will provide promotional materials and be rewarded with enhanced market share and image.

Politicians will gain by association and we expect our ability to communicate with the general populace will be of use to them.  Talks with local government in Australia has confirmed this view.

Target geography

The problems of climate change and the environment are world wide and we’re targeting the largest market penetration possible.  We can launch in any country as the necessary factors are access to mass communication and public awareness of and care about the environment.  The desire to win something is common throughout the world as is the continual search within the corporate community for a marketing edge. 


In Africa, for example, access to a semi smart phone would be enough to enable a modified form of our contribution and reward business model.  This would be a later target as the major emitters/polluters also happen to be technologically advanced countries that all have raised environmental awareness and an expressed desire for effective action without, they hope, too much pain.

What do you expect are the costs associated with piloting and implementing the solution, and what is your business model?

The idea will be profitable and self sustaining.  Our major revenue streams are advertising, merchandising, education and entertainment.  Each facet advances the other yet is capable of being self sustaining and operating independently.


Establishment costs are….


Start Up Costs    $US800,000


Promotional material including Toys, Cards and Stories











The promotional launch will be profitable everywhere however the tardiness of chain store payment means substantial capital will be required to deliver.  In Australia for example (supermarket duopoly) we calculate a $25,000,000 line of credit may be required based on the possibility slow payment could mean carrying the entire cost of the promotion till settlement.  Size of profit would be determined by volume, length of the trial and negotiated terms.


Capital requirements will be determined by the size and conditions of the target market and the success of our initial promotion will mean more favorable terms.  Offsetting this will be the necessity to move quickly to cover major markets before imitators move in and, in their greed, negate our positive effects.


Our initial capital raising will be via venture capitalists.  A number have already expressed interest however necessity dictates it’s not a simple idea and they fear there’re too many moving parts.  Successful trials have negated some of that and the expected signing of corporate clients to parts of the idea in 2017 should overcome their other fears.


In our expansion phase we hope to borrow capital by leveraging the contracts we sign however further venture capital offerings will probably have a part.  The success of our toys will see licensing and merchandising deals whilst the website will become a profitable advertising medium.  Ongoing capital requirements and running costs will be minimal once the establishment and promotional phases are past.  The public will be a constant source of ideas and entertainment via their website contributions.


The freshness of our message and the necessity of what we’re trying to achieve will see explosive growth and great social achievement in the first three to five years using the identical business model with cultural adjustments for individual countries.  After that, whilst still having a useful educational function, the concept will be highly profitable without its freshness and spark.


It’s purpose achieved, it’ll be best to sell to the interested and free the capital for more worthwhile purpose.



The rate determining step in readying for market is the website.  We expect that to take six months with all other development fitting within that window.  Once a business commits to our promotion it could be up and running within three months.  This is possible prior to the website’s completion however we expect clients will want to view the complete product before committing to it.


Years one to three will be a period of expansion into as many countries as possible and capital requirements will exceed revenue.  Once this period is past we’ll become revenue positive and continue to explore possible revenue streams.


Coincident with this phase our endorsement of clients will be a powerful marketing tool to be used wisely and judiciously lest the public tire of us too quickly.

Related solutions


I’m not aware of any offering this approach.


Advertising seeks to create a movement of people with shared values -  Kevin Roberts (Saatchi & Saatchi Executive chairman) The Guardian 4/3/15


Millennials want morality and ethics The Guardian 3rd May 2015 “McDonalds in Crisis”


Global Ad spending is projected to be $US537 billion in 2015 with internet

advertising to account for $US121 billion of it.  $US145billion projected size of digital advertising market for 2015  Techcrunch.com Apr 7 2014


 “Malcolm Turnbull has proven himself a follower… by

Ross Gittins  SMH 14th December 2016


Guardian 14/12/16 Climate denier to energy secretary https://www.theguardian.com/us-news/2016/dec/13/rick-perry-department-of-energy-trump-administration


Trump not the new normal – climate deniers everywhere  https://www.theguardian.com/commentisfree/2016/dec/14/the-guardian-view-on-donald-trumps-team-not-the-new-normal

Solution summary
We create the will. Technology is the way/Making economies work positively.
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Challenge: Fuel: Carbon Contributions 2017
How can individuals and corporations manage and reduce their carbon contributions?