This week's New Scientist cover article "Is there any point in going green?" sums up Green Thing's approach to tackling climate change rather nicely.

"… your individual contribution may seem too measly to matter, but multiply that by several million and you can start to move mountains."

This is certainly one of the most important ideas behind Green Thing: that lots of small things can add up to big things. Online, many of the biggest success stories are based on communities of individuals. The many millions of self-published eBay listings, Craigslist classified ads or Wikipedia entries, for instance. Not to mention terabytes of uploaded YouTube videos and hundreds of millions of individual profile pages making up the world's largest social networks.

The article went on to sum up another of Green Thing's central beliefs – that if enough people can signal their intent to change, this will itself create much wider shifts:

"..if a significant number of people change their ways and demand greener products, that will send a big signal to the market, encouraging the supply of green energy, low carbon products, organic food and so on."

We know that politicians listen to voters and corporations listen to consumers. If we can help get as many people as possible in as many countries as possible to do the Green Thing, then this aggregated people power can get governments and business to do the Green Thing too.

The article concluded:

"…there is no escaping the fact that individuals can make a difference by acting just a little bit greener."

And that folks is Green Thing in a nutshell.

If all this makes as much sense to you as it does to us then please help spread the word. Sign-up, do the Green Thing and tell your brother, lover, ex-lover, ex-brother, lover's brother, and brother's lover's mother to do the same.

Today is Diwali the Hindu festival of light. Which is a bit of a problem for Green Thing co-founder Naresh as this month's Green Thing is all about turning your lights off early http://www.dothegreenthing.com/green_actions/lights_out). Should he spurn tradition and risk irritating the gods and, more worryingly, his mum? Can anyone help Naresh think his way out of this dilemma? (http://www.dothegreenthing.com/entries/42).

TBWA London are the latest creative outfit to wave it around for Green Thing. "Well if we're gonna encourage people to turn their lights off early," they said to us, "we should video a man dancing around in the dark wearing nothing but a glow-in-the-dark condom, obviously." It made perfect sense at the time.

A few weeks later, they came back with a video that was utterly and brilliantly daft shot by the talented Matt Lipsey, one of the Little Britain directors, and featuring perhaps the world's most gifted genital actor dancing to a glorious piece of Justin Hawkins-written cock-rock and showing off the biggest a range of genital jokes and impressions ever to be paraded on the internet.

"Green Thing is a fantastic initiative. We thought it was really important to make a cut-through piece of film, and with this film we think we've turned the volume knob up to 11," said Steve Henry of TBWA.

Anyone else out there want to make a video for Green Thing and turn the knob up to 12?