Toyota wanted to communicate to the public their ongoing commitment toward sustainability and resource conservation. But how do you communicate to people without using energy? We decided to work out how many joules of energy were involved in each form of communication. With the help of a MIT graduate, an engineer, radio transmission services, Fletcher pulp and paper makers and print manufactures we calculated that a newspaper ad has 11,000,000 KJs Billboard had 71,000 a DM has 1,700,000 and a radio ad has 60. So instead of doing a DM, a newspaper ad and a billboard we read them out over the radio.