Citizens are cognitive misers, meaning they rely on images and short cuts rather than knowledge to make up their minds about issues. It might run counter to democratic ideals and what scientists might prefer, but it's reality. One of the dominant heuristics is humor, as evidenced by the popularity of The Daily Show, and the impact of late night comedy on political campaigns.

So on the issue of climate change, how do you take into account this human tendency while also maximizing use of viral marketing techniques and new media platforms like YouTube? Well the Save Santa campaign is one leading example. Go to their site, BUT FIRST press play above.