The strategy re-created a political campaign.Jack Simmons, the nine-year-old leader, was introduced via a national Television address.

He dramatised the voices of our future, with no current rights to vote on how it would be led.His campaign recruited supporters through radio and online messages.As with any election, the most influential way to persuade people is to go out and meet them. So Jack took his team on the campaign trail, but with another twist: the political party bus was an ice-cream van.Why? It would attract attention, convey cues of childhood innocence and offer voters the temporary luxury of ice-cream... a symbolic reference to global warming - one has only a few moments to enjoy them before they perish in the heat.

In that moment, people were delivered a report-card on the climate change policies of the contending parties.

Climate change became a key election issue, with 30 pieces of national PR, including the Prime Minister photographed with an ice-cream.The new government immediately ratified The Kyoto Protocol; 20,000 signatures calling for urgent action. Research concluded we had the most effective climate change campaign by 4 to 1.